Here’s a commercial that I found on my friend’s Razvan blog. It seems that these days my lack of inspiration makes me show stuff from other people’s blogs but I think it’s a pretty goo example of what a USP should sound like.
I mean, c’mon, Volkswagen’s tradition of developing new models for its old brands. With some minor changes along the years it has kept the old names and developed brand new communication campaign every time they need to. This time, it’s about the Golf which has reached its sixth generation. Not that it’s a round number or something but this spot kinda shows longevity and perfection along the development. And it shows it without telling a story of the five other models but by saying “it’s difficult to beat us because even for us it’s difficult to beat ourselves”. Now this is a great USP and it states that the competition will have a great deal of work untill they can compete with the new Golf. About six generation of work. 🙂
Although it’s not the first car manufacturer to rely on its history (as Ford, Toyota, Audi and Mercedes also did it) VW combines this advantage with the fact that they are mainly trying to beat themselves and not the competition. One might think that this is wrong because the cosumer often makes this comparison but “au contraire” VW shows that by comparing to only itself there is no need to worry about competition. They are lost somewhere along this six generation struggle. Great work for the old german peoples’ car. 🙂