September 21, 2010 by Post Team
Volkswagen Vento, Mumbai / New Delhi: Ever heard of a product to readers in your print ad? Well, this is exactly what Volkswagen Vento last variant makes the 21 September edition of The Times of India and The Hindu: it gives voice to a medium that has none.
In its latest marketing effort to introduce its premium entry level sedan in India, Volkswagen has had the help of the newspapers talking about reaching your potential buyers.
Volkswagen has partnered with the TOI and The Hindu for a communication strategy around the country in which every time the reader opens the paper, a voice tells you about the latest variant of the automaker in India. A light-sensitive chip is attached to the page that announces the arrival of a perfectly designed car by Volkswagen.
Volkswagen Group Sales India head marketing says Kothe Lutz, “With this campaign, our goal was to create awareness among potential customers for our new release sales and traffic to our showroom dealers. This approach has become half a static to dynamic. The idea directly co-relates to one of the propositions of our brand is innovation. ”
According to Kothe, the idea is based on musical greeting cards that have given their lives in the form of a newspaper Mediacom talking with partners who took over the position and Mudra DDB who developed the creative concept.
Elaborating on the creative concept to talk about the role, Mudra Group Creative Director Bobby Pawar said: “Volkswagen is a brand that is about innovation for everyone. This applies to everything, including advertising. This innovation arises from the idea give the passion of engineers who build the Vento a voice in a medium that has none. Our instinct said it was super cool to have a print ad and thought about whether we were excited by the idea of other people also do .
Adds DDB India president Rajiv Sabnis, “Volkswagen India believes in bringing innovation to the masses and this belief extends beyond the products they create, in everything they do. Mudra DDB believes creativity is the most powerful force business that creates TalkValue, social influences of communities and units results. Volkswagen Vento The talking newspaper ad in times of India / Indian, is a confluence of these beliefs. It is one of the most discussed and blogs most popular items subject among the online community. So it was not only the announcement by the talk but has its readers are talking about it too! ”
Volkswagen currently offers the Jetta, and Passat, meeting in Aurangabad for Indian consumers. Also available for sale is the New Beetle, Touareg SUV, the Phaeton, Polo, and now the Vento.
The company will shortly launch a campaign for the Vento 360 degrees based on their position “Best in Class’.
When asked about the marketing challenges that India represents for the product, Kothe said: “We think India is” incredible. “Lots of ideas and innovation that seems impossible in other markets can be done here India. This country offers incredible opportunities to lead the brand in the right direction. ”
Do not forget, it was some time ago when Volkswagen was captivated readers of India’s largest daily, The Times of India, with its ‘control of roads and the Volkswagen Polo hole-in-the-paper’ campaigns .
For the first time a newspaper was blocked on a national scale by a single advertiser across 16 editions. A total of 6.86 million readers were introduced at Volkswagen. Volkswagen was the No. 1 search term on Google in India shortly after the barricade.
To launch its premium hatchback, Polo, Volkswagen had cuts in the shape of the car at the top of every page of The Times of India and a distinctive feature of the car was detailed on each page.
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