Brilliant Advertising Not Doing The Job

from Chicago Tribune: Illinois and Wisconsin residents with valid driver’s licenses who take delivery of a new 2004 or 2005 VW Golf, Beetle or Beetle convertible through March 31 will get a free “In the Car” insurance policy that’s good for one year. The policies exceed the minimum requirements in both states.
The policy is underwritten by Nationwide Mutual Insurance Co.
VW attempted other novel promotions last year, such as offering Golf buyers a free iPod and Jetta buyers a free mountain bike. But neither generated much interest, as both had soft sales last year.
Golf sales were down 45 percent in November and more than 18 percent for the year, and Beetle sales were down 60.7 percent and 27.6 percent respectively. VW also announced production cuts on Golf in Germany because worldwide demand is soft.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.