Volkswagen
You can imagine the rest of the new Polo yourself
For the introduction of the new ID. Polo, we ran a campaign that emphasises understatement, highlighting only the car’s new electric powertrain, trusting consumers to recognise the rest of the new Polo themselves.
Challenge
MAKE THE NEW POLO FAMOUS
Fifty years after its debut, the Volkswagen Polo has become an icon and has held the title of most-driven car in The Netherlands for years. In 2026, Volkswagen introduced a new Polo: the fully electric ID. Polo. They asked us for an introduction campaign.
Main objective: create awareness and trigger pre-orders.
Approach
LEAVE OUT WHAT PEOPLE ALREADY KNOW
The Polo’s design has remained remarkably consistent over the years; everyone knows it. So, for the launch of the ID. Polo, the only thing that needed to stand out was the new electric drivetrain. Every element in this ad serves that purpose.
A striking image with stopping power, a neutral background, a headline that piques the reader's interest, and the body copy at the bottom. Everything is designed to spark curiosity and evoke a smile, staying true to what Volkswagen ads need to do.
It practically went against every modern trend. But whatever your take on it, it is unmistakably Volkswagen.
Next to a nationwide print campaign we had the ID. Polo chassis appear in short social videos, showing passersby living up to the campaign line.
Solution
BOLD SIMPLICITY
A full page ad in every major Saturday newspaper in The Netherlands yields a potential reach of 4.2 million Dutch citizens aged 13 and older.
Significant pre-order figures in the private owners market as well as the corporate market. All >100% above target.
This approach is amplified through Rabo Next, a TikTok platform where Rabobank gathers insights from young people by not just listening, but actively engaging with them. From the challenges of buying your first home to budgeting through university, we keep financial discussions fun, lighthearted, and digestible.
