The Volkswagen 'Think Small' Campaign: A Paradigm Shift in Advertising

Let's go back to the 1960s. You're the head of a marketing team tasked with promoting a new car entering the American market. The car - Volkswagen Beetle. Unlike the bigger, better, trendier vehicles around, the Beetle is small, unusually designed, and originated in Germany-- a country that Americans had little trust for, given the socio-political climate post World War II. How do you turn this seemingly unfavorable scenario into a successful marketing opportunity?

The Concept: Enter "Think Small"

The ingenious "Think Small" campaign, devised by the Doyle Dane Bernbach (DDB) agency, revolutionized advertising by doing exactly what its idea stated—thinking small, contrary to the popular trend of "the bigger, the better."

Instead of masking the Beetle's design and size, "Think Small" took these unique attributes and made them the limelight of their campaign. It played up the simplicity, economy, and reliability of the Beetle, reshaping what Americans considered desirable in a car.

Why Was it Effective?

The campaign's genius lay in its honesty and anti-conformity essence.

• Truthful Messaging: Volkswagen didn't try to pretend that the Beetle was a large, glamorous, or over-the-top vehicle—because it wasn't.
• Simplicity: The campaign utilized minimalistic ads with a tiny Beetle depicted against a sea of white space, reflecting the simplicity of the car itself.
• Differentiation: At the time when Americans were used to large, attention-grabbing, chrome-decorated cars, the Beetle offered freshness and novelty.

Applying the 'Think Small' Concept

The Volkswagen 'Think Small' campaign is an apt example that standing out doesn't always mean being bigger or louder, but being unique and authentic.

1. Embrace Uniqueness: Instead of masking what you think might be perceived as a weakness, consider changing the narrative around it. In Volkswagen's case, 'small' became 'efficient' and 'economical'.
2. Simplicity Works: Sometimes, less is more. "Think Small" used a single bold headline with simple, clear, and concise copy.
3. Truthful Messaging: Be honest about your product/service. People appreciate authenticity and transparency.

Conclusion

Fast forward to today, the Volkswagen Beetle is globally recognized as a classic, and the 'Think Small' attitude has become a blueprint for successful marketing strategies. To wrap up, whether you're marketing a product, a service, or yourself, embracing and valuing what makes you unique can put you on a path towards success. “Think small” might just be the big idea you need.