Volkswagen has tapped into a new medium to promote its car brand Jetta. The German auto major has tied up with En Route Media for its interactive in-taxi advertising needs. En Route has partnered with car rental company Carzonrent for the campaign, which will be running in Mumbai till the end of October.
Volkswagen has selected En Route’s Flo, a technologically advanced integrated embedded PC with a touch screen interface, strategically located in radio taxis, to be a part of its media strategy for the new Volkswagen Jetta campaign. The 45-second long extended version of the Jetta advertisement, “You will do anything to drive it”, will be played on Flo till October-end. In Mumbai, Flo has already been installed in 300 taxis belonging to EasyCabs.
Flo provides passengers with entertainment and relevant information in the form of content videos and advertisements while travelling. It offers four video genres to choose from: Entertainment, Fashion and Lifestyle, Cars and Technology, and Around the World.
Commenting on the initiative, Lutz Kothe, Head of Marketing & PR, Volkswagen India, said, “With increasing fragmentation of customers’ attention in the traditional media, we have for the very first time partnered with En Route Media to air our Jetta campaign in the in-taxi entertainment systems. We are confident this initiative will yield positive results for the brand.”
Talking about the campaign, En Route’s founder, Paul Schwarz, added, “In-taxi advertising in the country is currently offered only in the static form, our medium is digital. We are not an agency, but media owners, who have pioneered the concept of in-taxi digital advertising in India. With the huge paradigm shift in the lifestyles of the Indian population today, audiences are becoming harder to reach with traditional media. This makes way for creative and strategically located tools like Flo that deliver impactful and effective engagement between the brand and the customer. We accurately track actual ad views via our unique and wirelessly controllable feedback analysis tool that links back over the 3G Internet to our central server, where our in-house developed CMS monitors every event, collates these and produces detailed viewing analytics. This data is also compiled into Proof of Play reports for our advertisers, making the entire advertising experience for the advertiser extremely accountable.”
En Route Media is currently operational in Mumbai with a 10-member team. The Economist and Siemens are the other clients that they have in their kitty.