VW Ad Speaks to Readers

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By: E&P Staff

For the launch of its Vento sedan in India, automaker Volkswagen paid for creation and placement of “talking newspaper” ads, using a voice-recorded device glued into copies of two English-language dailies distributed in Delhi, Mumbai, Bangalore, Pune and Chennai.

More than 2 million microchips were needed for the project, for which Mediacom managed media planning and advertising agency DDB Mudra was responsible for creative, according to a Sept. 21 report in The Economic Times, published by India’s The Times Group.

Noting the huge workforce required to insert the 2.2 million devices that played the audio ad, Mediacom Managing Director Divya Gururaj told Press Trust of India: “We have been working on this for the last six months in order to bring out the advertisement.”

“Our aim was to be able to emotionally connect to our customers with this product, and what better way than being able to directly speak to them with the aid of a newspaper,” Volkswagen’s marketing chief for passenger cars, Lutz Kothe, told the Economic Times.

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