Marketing Solutions: Volkswagen India
Marketing Solutions
Volkswagen India Case Study
Innovative campaign inspires 2,700 car recommendations in 4 weeks
Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe. As Volkswagen pursues its goal of becoming the number one automaker in the world by 2018, India has become a key component of its strategy. India is currently the world’s second fastest growing car market, with shipments expected to more than double by 2018.1 As a relatively recent entry into the Indian automotive market, VW needed to raise brand awareness. To address this challenge, Volkswagen’s marketing team focused one of its key brand pillars, innovation, to make a strong impact throughout the roll-out in India. Innovation was showcased not only in Volkswagen’s product introductions, but also in its communications and advertising.
Challenge
• Create
brand awareness among working professionals • Build loyalty and aspiration • In uence decision-making
Solution
• Establish • Enable
VW-branded Company Page on LinkedIn LinkedIn members to recommend their favorite VW models • Use LinkedIn Recommendation Ads to extend reach
Innovative marketing strategies raise awareness
VW India created groundbreaking campaigns such as the world’s rst ‘talking newspaper’, which used light-sensitive chips to speak to readers about Volkswagen as they turned the pages of their morning newspaper. The talking newspaper ad created a sensation in India, and garnered worldwide attention for taking print advertising to a new level. In one year, brand awareness more than quadrupled, increasing from 8 percent to a high of 37 percent. Volkswagen next turned to digital media to extend its success and create new opportunities for customers to connect with the brand. Lutz Kothe, Head of Marketing for VW India, says, “At Volkswagen, innovation is woven into everything we do. In formulating our digital strategy, we looked beyond the obvious for innovative
Volkswagen India Case Study
Innovative campaign inspires 2,700 car recommendations in 4 weeks
Volkswagen (VW) is one of the world’s leading automobile manufacturers and the largest carmaker in Europe. As Volkswagen pursues its goal of becoming the number one automaker in the world by 2018, India has become a key component of its strategy. India is currently the world’s second fastest growing car market, with shipments expected to more than double by 2018.1 As a relatively recent entry into the Indian automotive market, VW needed to raise brand awareness. To address this challenge, Volkswagen’s marketing team focused one of its key brand pillars, innovation, to make a strong impact throughout the roll-out in India. Innovation was showcased not only in Volkswagen’s product introductions, but also in its communications and advertising.
Challenge
• Create
brand awareness among working professionals • Build loyalty and aspiration • In uence decision-making
Solution
• Establish • Enable
VW-branded Company Page on LinkedIn LinkedIn members to recommend their favorite VW models • Use LinkedIn Recommendation Ads to extend reach
Innovative marketing strategies raise awareness
VW India created groundbreaking campaigns such as the world’s rst ‘talking newspaper’, which used light-sensitive chips to speak to readers about Volkswagen as they turned the pages of their morning newspaper. The talking newspaper ad created a sensation in India, and garnered worldwide attention for taking print advertising to a new level. In one year, brand awareness more than quadrupled, increasing from 8 percent to a high of 37 percent. Volkswagen next turned to digital media to extend its success and create new opportunities for customers to connect with the brand. Lutz Kothe, Head of Marketing for VW India, says, “At Volkswagen, innovation is woven into everything we do. In formulating our digital strategy, we looked beyond the obvious for innovative