The Challenge: Arnold Communications came to GEOVISION with the challenge of repurposing and adapting existing Cabrio English-language ads to give them further appeal with Latina women.
Strategy: Keeping with the spirit of the general market VW campaign, GEOVISION’s strategic and cost-effective approach was to maintain the visual identity of English language spots while adapting the copy to better suit Latina perceptions.
The Solution: Our creative team developed refreshing copy that resonated with the audience while making full use of the richness and nuances of the Spanish language. The resulting word play established a playful parallel between uncovering a convertible and a woman’s liberation and self-discovery.
Results: The spot worked quite well among Latina women, causing a stir that led hundreds to drive into the sunset with the wind in their hair… in a Cabrio, of course.