Top Story

e4m_logo.png

Home >> Marketing >> Article

OOH, social media to drive Volkswagen Jetta’s marketing

18-August-2011
Font Size   16
Share
OOH, social media to drive Volkswagen Jetta’s marketing

The first generation of the Volkswagen Jetta was launched in 1979. Now, the German auto major has rolled out the sixth generation Jetta. The new Jetta will be available in diesel variant in both automatic and manual transmissions starting at Rs 14.12 lakh, ex-showroom New Delhi. It will be available in four variants –Trendline, Comfortline and Highline manual and DSG gearbox.

Volkswagen is adopting a 360 degree marketing approach for the new Jetta which will have a strong focus on OOH and social media. A campaign created by DDB India is slated to break on August 29, 2011 with the tagline: ‘All new Jetta - you’ll do anything to drive it’.

According to Lutz Kothe, Lutz Kothe, Head of Marketing & PR, Volkswagen Passenger Cars, “There is no better way of publicity than word of mouth, hence social media is a very important platform for us. Other than this, what makes us different from the competition is that we are an upper premium brand which is best in every segment yet affordable. Our brand has a strong heritage. With a sleek new design and a very powerful engine, we aim to entice customers who love their cars to perform. We are confident that the all-new Jetta with its latest drive technologies will set standards in its segment.”

Speaking during the presentation of the all-new Jetta, Neeraj Garg, Member of Board and Director, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt Ltd, said, “We launched Passat in April and now it’s the turn of Jetta. This car had its debut in Europe and is now being launched in India. The Jetta has been a worldwide bestseller for Volkswagen, and with the sixth generation we are confident to continue this success story in an important market like India.”

He further said, “With the introduction of the all-new Jetta, our entire carline from Polo to Passat now offers the latest and the best to our customers, reiterating our commitment here in India. And the good news is that this new carline will be available for customers at an even better price than the outgoing Jetta.”

The Jetta nameplate is a reference to the Atlantic ‘jet stream’, reflecting the period in Volkswagen’s history when it named its vehicles after prominent winds. These also included the Volkswagen Passat (after the German word for trade wind), Volkswagen Bora (after bora), and Volkswagen Scirocco (after sirocco).

Volkswagen, the leading carmaker in Europe, sells its broad model range from the Fox to the Phaeton in more than 150 countries worldwide. In India, Volkswagen offers the luxurious Phaeton, Passat, Jetta, the new Beetle, the SUV Touareg, Polo and Vento.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...