Home >> Advertising >> Article

Volkswagen: Buzzing in print again – literally

12-September-2012
Font Size   16
Volkswagen: Buzzing in print again – literally

Automotive brand Volkswagen has come to be known for its print campaigns. The brand launched the ‘shiver campaign’ for its offerings Polo and Vento with an innovation in yesterday’s edition of The Times of India, The Hindustan Times and The Hindu.

As readers opened the newspaper, a light-sensitive chip attached to the paper began to vibrate. Two whole pages of the four page jacket were devoted to bringing alive the many innovations and unique processes that go into making the Volkswagen followed by the fourth page of the jacket that communicated the benefits of the Polo and Vento offer.

Print innovations and Volkswagen go hand in hand. When the brand began its operations in 2007, it was just another foreign player amongst the rest. This notion was broken with the brand’s first campaign in 2011, ‘The Times of India roadblock campaign’ (the brand is estimated to have spent Rs 8 crore on the campaign). This initiative was for the launch of Beetle. It took place post the inauguration of Volkswagen’s Rs 3800 crore plant in Pune. Twelve pages out of the 22 had ads for Volkswagen. The message was clear – India was an important market for the brand and it was ready to stay and invest its monies in the Indian market. The brand also established print as its preferred medium.

This was followed by the announcement of the beginning of its premium hatchback Polo’s sales in 2010; Volkswagen took over The Times of India with a portion of every page cut out in the shape of the car – something that no reader could miss. Distinctive features of the new launch were provided on the pages of every cut out. The last page of the newspaper carried a full page ad with the message: ‘We've put a lot into it. You’ll get even more out of it’.

In September of the same year, Volkswagen became the talk of the town with its ‘talking campaign’ again with The Times of India. Readers in Delhi, Bangalore, Pune and Chennai woke up to the surprise of their newspaper ‘speaking’ to them about the Vento. This campaign was probably the brand’s most popular campaign and created a huge hype in media and ad circles as well as social media.

The print campaigns have worked well for the brand. Just before the first roadblock in November 2009, Volkswagen’s brand awareness in the country was a meager eight per cent. As of October 2011, it was at 44 per cent, a 550 per cent jump in two years.

With the new shiver campaign, the brand reinstates its faith in the print medium. “Like our carlines, innovation has always been the core of our communication. Through this innovation we have not only communicated the unique processes that go into making a Volkswagen but also the new features added to Polo and Vento. I am confident that like our other campaigns, this initiative will excite our customers to walk into our showrooms for a test drive,” commented Lutz Kothe, Head of Marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India.

DDB Mudra group has partnered Volkswagen on this innovation and shares the brand’s excitement. Louella Rebello, Executive Creative Director,DDB Mudra Group said, “The vibrating newspaper besides conveying the excitement of the Polo and Vento, highlights how Volkswagen cars are fundamentally superior. As Indians, we like to tick the boxes on peripherals while buying a car. What we are saying is sure, tick boxes but tick the right ones. Make sure the fundamentals are rock solid first.”

The brand has indeed established itself as a serious player to contend with in the Indian market. It clearly hopes to deliver another success with the shivering campaign. Is this campaign overkill for consumers or another round of success for Volkswagen…only time will tell.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on