Milton Keynes – #volkswagen is tomorrow (1 July) airing a new UK-created television campaign designed to bust one of the myths around the appeal of some hybrid-engined cars.
The brand’s new ‘button’ ad, which champions the responsible use of power available in the sporty #golfgte, makes its UK television debut tonight during the prime time ITV show The Voice Kids.
The humorous, tongue-in-cheek advert created by global agency Adam&Eve/DDB in co-operation with the #volkswagen UK Marketing team, is designed to show how a “responsible use of power” in the potent #golfgte makes hybrid motoring as enjoyable as it is environmentally acceptable.
The brand’s latest advertising campaign has been created, in part, to address consumer attitudes highlighted in a recent extensive piece of research by global market intelligence agency Mintel.
The authoritative Mintel data, generated as a result of a major study into attitudes around electric and hybrid vehicles*, clearly shows that many drivers who say they would consider a hybrid/electric car are ultimately concerned by factors including running costs, the availability of hybrid and electric cars, and supposed performance compromises. Mintel’s figures show 38% of drivers in their survey said they would consider buying a hybrid/electric car, yet only 4% actually did so.
More information on the press release
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