KUSOM

Volkswagen advertisement
campaign "Think Small"
Submitted To: Birat Shrestha
Submitted By: Aditya Bikram Karki (15316)

Volkswagen advertisement campaign "Think Small"

Think Small was advertisement campaign launched by Volkswagen for the American market.
This campaign was Created in 1960 by a legendary advertising group at Doyle Dane & Bernbach
(DDB). As Americans always bought big cars big American cars and were not buying small
cars. So Volkswagen came up with the advertisement campaign to play right into the audiences
expectations. You think Im small? Yeah, I am.
1. Product, Brand and Target Group profile
Product and Brand: Volkswagen beetle, a two-door, four passenger, rear-engine economy
car manufactured and marketed by German automaker Volkswagen.
Target Group: American Middleclass, especially Young, Single Professionals Ages 18-24
who express themselves to enhance their self-image. Also targeted to Retired Couples 50
years and older who want to operate with ease.
2. Positioning strategy
In the Think Small advertisement campaign, Volkswagen positioned its Beetle as a small car
and challenged the peoples assumption that bigger is always better. The Beetle is positioned
as small car that is slow and focused on its simplicity rather than luxury. The ad has shown
the small minimalistic design which tries to focus the people's attention on the small design
and show the advantages of small design.
3. Information processing model used in this advertisement campaign
If we look at the advertisement carefully, the ad campaign is trying to present the audience
that owning a small car is awesome and has benefits. The ad campaign is generating
awareness towards the Beetle car with small tiny car picture in the white background. Trying

to get the attention of the target consumers to the product so that they see the design and get
aware and attracted about it.
Attention and Interest: On an empty background people's eyes are forced to take in the car.
This tricks people into seeing the vehicle in a new light; the way the designers saw it. Not as
an ugly foreign among the beautiful range of American cars but as a uniquely attractive
design statement oozing with personality.
Desire: The ad campaign tries to show people that small is not as bad as people say. "Think
small" and "Presenting America's slowest fastback" these statements shows what the car is
about, not what it's not. Consumers recognize and appreciate honesty. This creates desire
among the user.
4. Source, message and channel factors and comment on its effectiveness in message
delivery
Source: The advertisement campaign does not have a direct/indirect source to communicate
the message. Rather VW company itself is shown as the source in the campaign.

Source credibility: The use of VW as a source is itself to apply trustworthiness

that the company itself is communicating with its audience.

Source attractiveness: The ad campaign is more skewed towards applying

likability to the source i.e. people to like VW.

Source power: There is high source power in this, as the source is trying to
communicate what people perceive.

Message/Content: The presentation and message of the content is very subtle and honest in
this ad campaign. First they present the car in a white background. On an empty background
people's eyes are forced to take in the car. After that they have a copy that is honest and true
to its audience. The ad starts off doing the exact opposite of what you would expect in a car
ad. It launches into a discussion about how slow Volkswagens are. It talks about how cool
and streamlined fastback cars are and how the Volkswagen wont even go over 72mph.

Message appeal: There is both comparative and humor appeal in the advertising. The ad
humorously compares itself with other hatchbacks, by presenting the car as the slowest
fastback. It also tries to use the emotional appeal of never breaking the law because of its
slow speed.
5. Communication objective
The communication objective is precise i.e. to generate the awareness or change the
perception of American consumers that small cars are beautiful. To show that the VW Beetle
is an honest car, transparent and straightforward the product, and even the advertising.
So if we look at the flow we can say that this advertisement is: 100% awareness. 80%
knowledge and comprehension, 50% liking, 40% preference, 30% trial and 25% purchase.
We can say this because the target audience is well defined, the objective is measureable and
the message comprehension is great and the ad uses honesty which increase its liking and
preference to the brand.
6. Creative Strategy
Has the Ad agency taken any creative risks? Discuss.
The biggest creative risk the Ad agency has taken in being too honest. There were many
big cars in the 1960's that were powerful, luxurious and fast. But this advertisement
campaign focuses on the advantage of being a small car. Being true to itself and its
audience.

Message strategy
The advertisement appeal in this advertisement can be weighed as both Rational and
Emotional appeal, but more focused towards emotional appeal.

Emotional appeal: Here the advertisement talks about the benefit of using small car i.e.
Volkswagen beetle. If you use the car then you don't need antifreeze, need small parking
spot, small insurance cost and small repair bill. The ad tries to play on the emotion of the
people, being honest that they are small but small has benefits.

Execution style
The execution style in this advertisement campaign is Demonstration and Comparison.

o Demonstration: With the plain background and the tiny car image, the ad is
trying to show the design aspects of the car. Even though small the car is beautiful
and is has an aesthetic design.
o Comparison: The advertisement campaign main execution its comparison of
small car with the big cars. The ad is trying to communicate and change the
perspective that owning a small car is as advantageous as having a big gas
guzzler.