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Volkswagen Volt Advertising Campaign

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Advertising Campaign for Advertising Course, 2009

TechnologyBusiness
1 of 94
Volkswagen Volt Electric Pickup Truck Campaign
Contributors ,[object Object],[object Object],[object Object],[object Object],[object Object]
Overview ,[object Object],[object Object],[object Object],[object Object]
 
Volkswagen Volt ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Background Research
Volkswagen Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Volkswagen Background ,[object Object],[object Object],[object Object],[object Object],[object Object]
Volkswagen’s Market Share ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Brand Perception ,[object Object],[object Object],[object Object],[object Object]
Pickups in Thailand ,[object Object],[object Object]
Competitive Frame ,[object Object],[object Object],[object Object],[object Object]
Competitive Frame ,[object Object],[object Object],[object Object],[object Object]
Perceptual Map Upscale/Luxury Practical/Economy Sporty/Youthful Family/Conservative . Volt . . . . Toyota Camry Mercedes-Benz C-class Honda Jazz Volvo S60 Mazda 3 . Lexus RX300 .
SWOT Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SWOT Analysis
Key Strategic Decisions
Communication Objectives ,[object Object],[object Object],[object Object]
Target Audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Profile ,[object Object],[object Object],[object Object],[object Object],Lives in Sukhumvit Watches Indy movies Likes to sketch ideas in a notepad Takes trip to beaches Likes shopping at both Paragon and Chatuchak Says ‘no’ to plastic bags and straws
Positioning Statement ,[object Object]
Brand Image and Personality ,[object Object],[object Object],[object Object],[object Object]
Campaign “ Spark Up”
Promise ,[object Object]
Critical Support ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tone and Manner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rationale of Two Sets ,[object Object],[object Object],[object Object],[object Object]
Creative Execution
Logo and Font Volt 1. 2. 3.
Rationale of Logo ,[object Object],[object Object],[object Object],[object Object]
Rationale of Font ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Volt
Tagline ,[object Object],[object Object],[object Object]
Rationale of Tagline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Print Advertisement
Set 1: Electrical Volt Objects ,[object Object],[object Object],[object Object]
Rationale of Light bulb ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rationale of Plug ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rationale of Electrical Circuit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Set 2: Drive into a Well-Lit World ,[object Object],[object Object],[object Object]
Rationale of Drive into a well-lit World ,[object Object],[object Object],[object Object]
Rationale of Well-lit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Television Commercial
Rationale of ‘Drive and Spark up’ ,[object Object],[object Object],[object Object],[object Object],[object Object]
Rationale of ‘Plug in the Ideas’ ,[object Object],[object Object],[object Object],[object Object]
Radio Spot
Radio Spot- Zapping Volt Plot: The spot is about a group of friends who take off on a road trip. However, it seems as if the music keeps changing channel and style. A male friend expresses his annoyance with his female friend. He then finds out about Volt and its ‘Spark.’
More Script
-End-
Rationale of Zapping Volt ,[object Object],[object Object],[object Object]
She’s Electric ,[object Object],[object Object]
Script More
-End-
Rationale of She’s Electric ,[object Object],[object Object],[object Object]
Media Plan
Media Objectives ,[object Object],[object Object],[object Object]
Launching Period ,[object Object],[object Object],[object Object],[object Object],[object Object]
Scheduling ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pulsing Continuity Phase I Phase II Phase III What Spark? Let’s Spark Spark Together
Phase I: What Spark? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Phase II: Let’s Spark ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Phase III: Spark Together ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Mix ,[object Object],[object Object],[object Object],[object Object],Newspaper ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Magazine ,[object Object],[object Object],[object Object],[object Object],[object Object],Radio Spot ,[object Object],[object Object],[object Object],[object Object],TVC Rationale Vehicle Selection Medium
Media Mix 2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Internet ,[object Object],[object Object],- Billboard near expressways (Suvarnabhumi Airport, Sukhumvit, Sathorn) - New media (light bulbs) Ekamai/Thonglor night clubs; Paragon/Central department stores Out-of-home Rationale Vehicle Selection Medium
Media Mix 3 ,[object Object],[object Object],[object Object],Product placement ,[object Object],[object Object],Other print media Rationale Vehicle Selection Medium
Example of Billboard
Example of Billboard
Example of Magazine Strip Ad
Media Flowchart Other IMC Tools Events PR OHH media Internet New media Other Print Media Newspaper Magazine Radio spot TVC January 2010 December 2009 November 2009
IMC Plan
IMC Plan-Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Opening Launch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Opening Launch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Volt-Holga Photo Competition ,[object Object],[object Object]
Photo Competition ,[object Object],[object Object],[object Object],[object Object],[object Object]
Spark Up Your Future ,[object Object],[object Object]
Spark Up Your Future ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Volt Caravan ,[object Object],[object Object],[object Object],[object Object],[object Object]
Volt Caravan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Volt Limited Edition ,[object Object],[object Object],[object Object],[object Object]
Volt Limited Edition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Direct Marketing ,[object Object],[object Object],[object Object],[object Object]
Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Promotion ,[object Object],[object Object],[object Object],[object Object]
Interactive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Interactive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Volt Sparkers ,[object Object],[object Object],[object Object],[object Object],[object Object]
Volt Sparkers ,[object Object],[object Object],[object Object],[object Object],[object Object]
Public Relations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Budgeting
Budgeting 1,000,000 Direct Marketing 120,000,000 Events 5,000,000 Public Relations Campaign 10,000 ,[object Object],2,000,000 ,[object Object],50,000 ,[object Object],7,750,000 ,[object Object],220,000 ,[object Object],125,000 ,[object Object],96,400,000 ,[object Object],Media
Budget Allocation
Explanation of Budgeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You

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Volkswagen Volt Advertising Campaign