How do you sell a premium-priced economy car?



Problem

How do you sell a premium-priced economy car?


Background

Tribal Worldwide for VW, Script for YouTube. Promoting products and/or brands that are good value, but initially pricey can be difficult – especially when it’s a car. The challenge is the rush by consumers to compare only purchase price. Our appreciation of future spending is discounted heavily, so future savings are much less persuasive than they would be for a rational actor in a rational world.


Solution

The long and the short of it, is a script written to explicitly bridge the price-cost perception gap.


We wrote others to deal with running costs, and road tax.


 

 

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