The Gang wraps with Volkswagen

THE STRAITS TIMES   PRINT ADVERTISING   THE GANG

• The Gang creates unique print ad
• Wraparound on The Straits Times
• Developed for Volkswagen client

Singapore - Singapore Press Holdings, Volkswagen, Mediacom and local hot shop The Gang have come together to produce Singapore's first ever translucent cover wrap on The Straits Times to promote the launch of the new Polo this weekend.

The wrap interacts with the Volkswagen ads on the newspaper which can be seen through the trace. Mediacom was the agency behind the strategic media buying and planning.

"Volkswagen is an innovative brand, and therefore we always look for innovative ways to communicate our products. We wanted to do something out of the box, a creative media buy that has never been done before," said Zeno Kerschbaumer, managing director, Volkswagen Group Singapore.

"The Polo is a car jam packed with innovative features so it made perfect sense to go with an innovative media idea. SPH came up with the trace solution and we all took it from there. It's also got the cutest behind I've seen (on a car) in a long time," commented Richard Johnson, Leader of The Gang.

The Gang formed last year and were then quick to successfully pitch for the Volkswagen Group Singapore creative account.

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