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Volkswagen India IMC - Case StudyA Story about VW’s successful entry into India - Siddharth Sriram, MICA
VW IndiaChallenges –• Volkswagen was a late entrant in the already crowded Indian car market• Well known European brands had a difficulty in proving themselves in India compared to the established Japanese, Indian ones – questions about after-sales service, toughness on Indian roads remained• Ad spends by competitors in this sector were very high, how could VW hold its own by resorting to lesser ad spends?
Campaign Objectives• To increase awareness of the VW brand as a mass premium player in India• To maintain consistency & yet establish uniqueness across the different brand launches VW had planned for the various segments over the year• To drive VW‟s core brand identity that globally stood for pioneering in innovation
‘Talking’ Newspaper for VW Vento• The readers of the Times of India in the five metros were taken by surprise when their newspapers „talked‟ to them about the Vento.• This first ever advertising campaign of its kind in the world was achieved using a mini device embedded with a speaker, attached to the newspaper.• Due to its uniqueness, this advertisement became the talking point for a while and garnered great press and social media coverage. - VW Vento talking newspaper campaign
Perfect Positioning - VW Beetle• Instead of selling to men, targeted successful and affluent women as the buying audience.• The New Beetle was launched as a fashion icon and not as just another car.• Stylish and sexy positioning for the car - “It‟s Official. Curves are back.” • OOH - At an important junction in Mumbai, an eight-section hoarding was erected, with each panel showing a different section of the car. Panels were initially covered up, but day by day a new panel was revealed until by the eighth day, the Beetle could be seen in its glory
‘Made in India’ - VW Polo• Volkswagen aimed to employ the „think global, acts local‟ communication to drive home to point that it is „Made in India‟• Punched a Polo-shaped hole in each copy of the newspaper. Inside the hole‟ one could read about each of the innovative India-appropriate features• Digital campaign - Used innovative banner ads to take people on a virtual tour of India, passing through famous sites and clearly communicating Polo‟s Indian-ness in an interesting and innovative way.
Touareg – VW SUV Machine• The Touareg is an SUV that dominates the road and makes mincemeat out of even 45 degree hills.• OOH - A dummy Touareg was created and attached to the outside of a building, giving the impression that it was climbing vertically. The innovative approach intrigued passersby and garnered widespread press.• Digital media – A rich media banner ad that unleashed an animated Touareg which would then descend through the text of the page that is being read.
LinkedIn Recommendation VW India participated in the worldwide launch of Company Pages in November 2010, and soon thereafter opened up their pages to allow LinkedIn members to post reviews and recommendations of their car line in India including the New Beetle, Vento, and Polo due to majority of their working class TG being present hereResults • 2,700 product recommendations in 30 days • 2,300 new followers on VW India Company Page • 960,000 viral updates about VW car models
Results• VW‟s brand awareness jumped exponentially since its launch.• Within a year‟s time, Volkswagen came to be known as a brand that makes innovative cars in India• In the period between 2009 to June 2010, it sold record breaking cars, from the higher priced Passat and Jetta models to the more affordable Polo.• All of this was achieved with minimal ad spends with VW having only a total 9% share of voice and leveraging word of mouth and efficient positioning instead of out shouting competition