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Two of Volkswagen’s TV Ads Awarded With “most Effective Overall Ad”

In the news: Volkswagen of America has announced recently that both of Volkswagen’s Jetta and Pasat advertisements were chosen as finalists for the “Most Effective Overall Ad” in the non-luxury category by IAG Research.

The IAG Research is a TV advertisement and product placement effectiveness measurement company. The Passat wagon was chosen as a finalist for the “Most Effective Established Nameplate Launch Campaign”. The categories for the award are based on the result of the national advertising that started airing in 2006 which recognizes the automakers that produce the ads that effectively reach the viewing public. The effectiveness of the ads is obtained through a combination of strategic media placement and breakthrough creativity.

Luckily for the maker of VW master cylinder and Europe’s largest automaker, two of its vehicles were able to take home two of the five award categories presented by IAG Research. The Jetta was recognized for the ad “Dance” while the Passat was acknowledge for its “Safe Happens” advertisement.

The judging process was done based on the responses from 1.5 million television viewers who take part in answering the survey questions. According to Kurt Schneider, General Manager of Creative Content at Volkswagen of America, Inc., “We are excited about being recognized by IAG. This research confirms the true effectiveness of these messages in connecting with consumers and increasing consideration for the brand.”

The 2007 Jetta is equipped with most of the popular comfort and convenience features that are offered as standard including cruise control, CD player, air conditioning, traction control, and a height-and-telescoping steering wheel. Similarly all of the 2007 Jetta models are equipped with a four-wheel independent suspension, electro-mechanical steering, plus a manual transmission that is offered as a standard feature. The base price for the 2007 Jetta is $16,490.

The Passat sedan and wagon offers the same comfort and convenience features as that of the Jetta with the addition of practical and safety features that includes not less than six airbags—all standard. The 2007 Passat and 2.0T models are equipped with a sophisticated 2.0 liter turbocharged, four-cylinder engine mated with an advanced direct injection delivery system for optimum fuel consumption. The starting price for the 2007 Passat sedan and wagon is $22,960 and $25,225 respectively.

The finalists and award categories are listed below:

Most Effective Overall Ad: Non-luxury

 Ford Escape Hybrid: Kermit the Frog talks about being “green”

 Volkswagen Jetta: African-American male asks white Jetta owner to teach him how to dance

 Volkswagen Passat: Women in the sedan are run into by another vehicle

Most Effective Overall Ad: Luxury

 Lincoln Navigator: Basketball star Dwayne Wade helps build an inner city court

 Lexus LS 460: Demonstration of the sedan’s no-hands parallel parking option

 Hummer H3: A man turns the SUV into a submarine

Most Liked Ad: Luxury or Non-luxury

 Honda Pilot: A troll stops a family in the SUV

 Jeep Wrangler: A lizard stares down the SUV

 GM Warranty: Cars fly above the street

Most Effective TV Launch Campaign for an Established Nameplate

 Nissan Sentra

 Lexus LS

 VW Passat wagon

Most Effective TV Launch Campaign for a New Nameplate

 Dodge Nitro

 Nissan Versa

 Toyota Yaris

About the Author

Benjamin Hudson works as a supervisor at one of the top engineering firms in the business district of Louisiana. He is also a freelance journalist and has passion for anything automotive.

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