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Case Study

Case Study. ADVERTISING NEWSPAPER ADVT. Introduction.

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Case Study

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  1. Case Study ADVERTISING NEWSPAPER ADVT

  2. Introduction • Volkswagen (abbreviated VW) is a German automobile manufacturer and the original and top-selling marque of the Volkswagen Group. It has three cars in the top 10 list of best-selling cars of all time: the Volkswagen Golf, the Volkswagen Beetle, and the Volkswagen Passat. With these three cars, Volkswagen has the most cars of any automobile manufacturer in the list that are still being manufactured.

  3. VW's talking newspaper ad • To generate buzz for their newest entry-level sedan in India, Volkswagen launched the first ever talking newspaper ad. • Advertising that instantly catches the eye is becoming the signature of Volkswagen, and to mark the launch of the Vento, its entry-level sedan in India, VW decided to give newspapers a voice. • The creative comprised of a conventional full pager with an innovative add-on – a small black box. This was the 'voice' of the ad. When the newspaper was unfolded, readers heard a recorded message about the new sedan. The light sensitive black box meant the message would turn off automatically when the paper was folded back.

  4. The ad • The ad ran in two daily newspapers in major Indian cities. It marks the beginning of a 360-degree campaign that would now follow. • Lutz Kothe, head of VW’s Marketing and PR said that creative idea directly correlated to their brand proposition – innovation. “Innovation is a way of life and extends beyond our cars to the communication we do for the market. With this campaign, our aim was to get the awareness of prospective customers for our new Vento launch and drive traffic to our dealers' showroom. This approach has converted a static medium to a dynamic one.“ • MediaCom India, Volkswagen's media partner said that the talking newspaper ad was essential to achieve cut-through in a highly cluttered market and to meet consumer expectation of the brand. “The brand is associated with innovations that stand out, and people expect something different each time.“

  5. Creating buzz • Another goal of the communication was to create ‘buzz’ by getting people talking about the brand, perpetuating awareness. Social media network, Twitter, had mainly positive sentiments about the approach, and the campaign has achieved exposure worldwide. • The creative concept positions the sedan as a car that has been crafted with such passion that even its engineers find it hard to see it being driven away. • The black box gives voice to the engineer so that consumers have an insight to the passion behind the car’s creation.

  6. Creative Execution • Advertising that instantly catches the eye has become the signature of Volkswagen, and to mark the launch of the Vento, its entry-level sedan in India, VW decided to give newspapers a voice. • The creative comprised of a conventional full-page advert with an innovative add-on – a small black box. This was the 'voice' of the ad. When the newspaper was unfolded, readers heard a recorded message about the new sedan. The light sensitive black box meant the message would turn off automatically when the paper was folded back. • The ad ran in two daily newspapers in major Indian cities. • The talking newspaper ad was essential to achieve cut-through in a highly cluttered market and to meet consumer expectation of the brand. MediaCom India, Volkswagen's media partner said, “The brand is associated with innovations that stand out, and people expect something different each time."

  7. Return on investment • India is the world’s most competitive car market with up to 30 new launches every year. VW is a relative newcomer, with brand awareness at only 39%, while established rivals had awareness in excess of 80%. • In 2010 VW entered the sedan market with its Vento. Unfortunately it would be one launch among many. Auto ad spend was at record levels and engaging with well-off males was almost impossible. For Indians a car is more than just a means of getting from A to B. It is a life-style statement. Indians were only interested in brands that are seen around town, talked about in the media or admired by their friends. VW wasn’t on their radar. To deliver instant sales, VW had to create something totally new: a press ad that literally talked to consumers about the new Vento. In turn, they had made the new Vento the talk of the town.

  8. Conclusion • Volkswagen wanted India to talk about out a new launch; that's what they achieved. PR coverage in newspapers, TV, radio and across social media went berserk! • There was a 100% spike in Google searches for VW Vento. The Mumbai Police Commissioner had to issue a message pacifying readers that it was a Volkswagen advertisement and not a bomb that was making their newspaper talk. Further, there was a 200% increase in dealer enquiries. Most importantly, in one day, with one incredible execution we hit 12% of Vento’s annual sales target.

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