1. C R E A T I V E B R I E F
CLIENT: Volkswagen
PROJECT: Jetta TDI Magazine Ad
ASSIGNMENT What,succinctly, are you asking us to do? Who are we trying to
reach?
Create a full-page or two-page spread ad for the ’07 Jetta TDI to run in lifestyle
publications, such as Outside, Real Simple, Cooking Light, Utne Reader, etc. to
promote the TDI as both an economical vehicle (42 mpg), as well as one that has
environmental and political advantages, since it can run on biodiesel.
OBJECTIVE What specific results are we after, when must they be achieved?
We'd like to receive 10,000 hits to the TDI section of vw.com within 90 days after the
start of the ad campaign.
SITUATION What’s the current market environment, especially with competitors?
Rising gas prices have a lot of people thinking about a more economical vehicle.
Diesels, and the TDI in particular, often aren’t even considered, because people don’t
know about diesel power—and they know even less about biodiesel.
AUDIENCE Who is this advertising aimed at? What are they like?
Men and women of virtually any age who identify themselves as liberal, somewhat
practical, and environmentally conscious.
PROS & CONS List how our product/service stands with respect to competitors,
both good and bad.
+ 42 mpg = longer range, lower fuel costs
+ Runs on biodiesel without modification = a personal political statement about not
relying on foreign oil supplies
+ Same comfort, features, and operation as a gas powered Jetta (which was upgraded
substantially for ’06)
- Biodiesel not widely available = you’ll have to go out of your way to fill up
- Jetta is a smaller car than some people like or need
STRATEGY “You should (action) (product) because (reason with NO conjunctions).”
You should visit vw.com now to find out about the Jetta TDI because it’s a politically-
correct, economical car that doesn’t use fossil fuels
COPY POINTS Other things that should or could be mentioned.
1) For the purpose of this assignment, ignore the fact that VW doesn’t talk about or
endorse the use of biofuels in the TDI. Let’s pretend they do.
2) Here’s a good website that explains the advantages of biodiesel:
www.propelbiofuels.com
TONE/PERSONALITY Describe the character of the advertiser vs. competitors
Stick with the VW tone: smart, witty, young, creative, non-mainstream
