The launch of the new Polo focuses on the car’s “future” legendary status. The car is so exceptional that it will immediately make a big impact: it will stick in your mind. We show what the new Polo does to people. In doing so the car becomes the talk of the town. The chosen media were in function of making the name top of mind:In cinema it was interfering in a film trailer, on radio famous songs were interpreted with only polo as lyrics and people were invited to sing their own favourite songs in a radio competition. On festivals a mega karaoke was organised.

The campaign went for immediate impact using all media at the same time.

As a result the Polo also stuck in the car jury’s mind. Shortly after the polo was chosen car of the year.