Volkswagen has launched a highly innovative brand building campaign called 'Post it' targeting domestic consumers on November 1, 2012. Top industry experts have pegged the brand communication campaign as one of its kind and have pronounced it to play a major hand in compounding Volkswagen's popularity among Indian masses during the ongoing Diwali festivities.
Expressing his delight at the launch of 'Post it' campaign, Lutz Kothe, Head of Marketing and Public Relations (PR), Volkswagen Passenger Cars, said, “We are extremely excited about this unique campaign where we have been able to effectively convert a static medium into a dynamic one across our key markets. The campaign is a focused one specifically targeted towards our prospective customers who have been identified and clustered according to their demographics based on our CRM (Customer relationship management) data.”
The 'Post it' promotional campaign involves highly creative print, digital and out of home media advertisements, besides ensuring a substantial footprint across the minds and imagination of Indian car enthusiasts. The campaign encompasses newspapers, internet media, public places like movie theatres, parking lots, bus shelters, offices, restaurants and any other similar sites, where Volkswagen believe it could find a prospective clientele. Further, the German firm is believed to be focusing on spreading more awareness regarding its top selling products like premium hatchback Polo and Vento sedan among the Indian car aficionados.
Further, Volkswagen India has announced an interesting contest for the buyers of its Polo hatch and Vento saloon, during November 2012. As per terms of contest, the new owners will be asked three questions at the time of booking and their answers will be recorded discreetly. One lucky winner will be selected from all those who had answered the three questions correctly, with final results being declared somewhere in December 2012. Volkswagen has assured one Polo and Vento car will be given as a prize to the lucky winners.
Volkswagen India has regularly enthralled its domestic fan base with many state-of-the-art advertisement gimmicks, such as a 'Talking Newspaper' and 'Vibrating Newspaper', which have made the company an undisputed champion in unconventional promotional campaigns.
