Volkswagen is all set to take its brand aspiration to the next level with its biggest digital initiative – Planet Volkswagen. The campaign will officially hit the web on October 17, 2011. G2 is the digital agency for the campaign. To promote Planet Volkswagen and to meet its reach, they will parallely activate a massive print campaign from October 17.
With this Volkswagen has opened up a whole new world for those who love the brand and its cars. Planet Volkswagen will not only act as a platform for product information, brand information and services, but also a universe of fun and entertainment for all car enthusiasts.
The current digital properties in Planet Volkswagen include Think Blue, Text Drive Volkswagen Play, Volkswagen Corporate and Volkswagen Junior. Planet Volkswagen will not only showcase the world of Volkswagen in a three dimensional digital space, but also allow and engage the user to explore information on automobiles, exciting drives, games and contests. It will allow them to build their own community using social media channels like Facebook, Twitter and YouTube.
In the future, Planet Volkswagen plans to additional include digital properties like Dream Destinations, Virtual Factory Tour and Design Democracy.
Looking at booming new age media Volkswagen will invest 8-9 per cent of their total marketing budget on this digital campaign. This is much more that what other leading auto manufacturers invest on digital campaign, which roughly stands at around 3 per cent of their marketing budget.
Talking about the launch of Planet Volkswagen, Lutz Kothe, Head - Marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt Ltd, said, ”For us, costumers come first and Planet Volkswagen is the best consumer engagement activity that any manufacturer must have activated in India. Planet Volkswagen is not another Internet page, it’s a new world in itself in the new media, with this what we wanted to bring to action is involve everybody from existing customers, prospective customers and anyone who is interested in our brand. With the vision to become the most innovative mass manufacturer in the world, I am sure Planet Volkswagen will be an experience in itself.”