Mr.Volks driving

自動車部品をチャーミングに訴求

フォルクスワーゲンのディーラーでは、なかなかユーザーに説明を聞いてもらえない部品の話。油くさくて小難しい雰囲気の商品に対し、幼児向け絵本のような単純なビジュアルと、読んだ人が身につまされるコピーで構成。それによって心理的なハードルを下げ、オーナー自身が営業マンに話を聞きたくなるような効果を狙った。どんな部品でも紹介できるフォーマットも意識しつつ、助手席に座る女性が毎回違うのは、大人のスパイス。

Charming appeal of auto parts

This is a story about a part that is not easily explained to users at Volkswagen dealerships. In contrast to the oily, petty atmosphere of the product, the product is composed of simple visuals that resemble a picture book for young children, and copy that is easy for the reader to learn. This lowers the psychological hurdle and makes the owners themselves want to talk to the salespeople. The aim was to lower the psychological hurdle and make the owners themselves want to talk to the salespeople. While keeping in mind the format that can be used to introduce any parts, the woman sitting in the passenger seat is different every time, which is a spice for adults.