The CC is not only another new car for Volkswagen, it is a new concept. For a brand known for producing 'people's cars' with rather conservative mass appeal, it is quite a revolution to produce the stylish CC. It is said to combine the luxurious comfort of a sedan with the design sophistication and sportiness of a coupe.
"The true challenge was to successfully position and differentiate the CC in the premium segment, while staying true to Volkswagen and its human brand tonality," said Dan Mintz, CEO of DMG.
The concept storyline of the TV commercial takes an Oscar-like red carpet setting and tweaks it into a more intriguing interpretation of glamour - the CC and its driver do not try to attract attention, but gets it naturally.
Mintz explains that the commercial is not trying to show traditional symbols of wealth, but rather, it is about making a statement of one's individual and outgoing lifestyle.
"China is the fastest growing luxury market in the world," he explained. "While demonstration of material wealth is still the norm in the luxury segment, nowadays there is an emerging trend. We are seeing a value shift towards self-expression through a sophisticated taste and more life experience."
"Even though the CC will be one of the most innovative and advanced cars, it is not about the features that come as part of the standard package, but about the lifestyle that comes with it. Even though this lifestyle is based on luxury, it is about that which is still rather unknown to Chinese consumers - glamour. A fascinating lifestyle, always in the center of attention, not because what you have, but who you are," he said.
The campaign launched in China last week.
Credits:
Project Volkswagen CC
Agency DMG
Exposure TV, print, digital
