The car industry has been hit especially hard by the recession. As a result, manufacturers have had to become innovative in selling their wares. Volkswagen South Africa has launched a “Recessionista” campaign (they define the term as a fashionista who makes the most of the recession). Fashion and style tips are provided to ensure that “the recession doesn’t get in the way of your style.”
The main objective of the campaign is to draw attention to the low price of a new VW Citi Golf (“Recessionista rule number 1″), but users are also encouraged to enter their own tips on how to beat the recession. These are listed on the site and range from the useful (“Don’t buy books, join a library”) to the obscure (“Cut your own hair. Messy is in.”).
Not only does this tongue-in-cheek approach to the recession lighten up what could be a depressing subject, but by encouraging users to add their own content, VW creates a database of potential future buyers. This enables them to keep in touch with the consumers and open the channel for future dialogue.