Volkswagen: Think Small
Denis Fateev
Dad ?? Editor OhMyFin.fi | Digital Marketing Pro | Boosting online presence with Google Ads, SEO, SEM, Remarketing and Web Development.
Many marketing and advertising experts consider this campaign the "gold standard for the advertising business." Created by the legendary advertising agency Doyle Dane & Bernbach in 1960, the famous stark black-and-white poster with the brilliant slogan "Think Small" changed the average American's perception of what a modern car should be. In those days, U.S. residents were buying large American cars, against which the modest German "Volkswagen Beetle" looked somewhat comical. However, the great marketer William Bernbach took a risky gamble on the expectations of the target audience—and won a stunning victory: within just the first year, the "Volkswagen Beetle" became the best-selling imported car in the U.S.
The "hero" of the advertising—the small German car—seems to directly address the potential buyer: "Do you think I'm small? Yes, I am! But that's okay!" The ad then listed the virtues of the modest and compact "Beetle," from fuel efficiency to the small parking space it required. Honest presentation of facts won the hearts of potential buyers.
From examining this marketing campaign, we can draw a crucial conclusion: honesty is the best policy; never try to present your product, service, or brand as something other than what it is.
And don't forget to check out this great video:
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