Download - VW Beetle Media Plan
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Volkswagen Beetle Media Plan
ADV 846 Qiang Zhang
Why Beetle?
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Marketplace Situation & Challenge
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Economic situation
U.S. VW Brand Sale Development 2010-2011
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Economic situation
World car markets and VW Group deliveries to customers
January to December 2010 vs 2011
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Competition —— BMW Mini Cooper
Iconic compact sport cars
Almost all the media channels are under the protection of its parent brand Volkswagen
Exclusive media channels
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“Why Beetle?” — VW Beetle Campaign
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Target audience
• Original consumers & Beetle fans who have owned one or more
• First-time car buyers who barely have memory about history of this iconic figure in the American history, in both automobile and culture fields.
Target Audience & Objective
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Target Audience & Objective
Objectives
• Distinguish VW Beetle from VW product line, makes it more unique, more exclusive
• Promote new social mobile app download and establish a long-term social platform
• Seamlessly integrate online to offline media touch points in order to drive sale
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Creative strategy——“Why Beetle?”
Please tell us “Why Beetle?” by sharing your memories in the past, stories on the road, dreams in the future with Volkswagen Beetle.
Big idea —— Timeline & Map
Opportunities and Feasibilities
• The 70th birthday of VW Beetle• The Launch of new mobile app — “Smileage”• The traditions of VW
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Creative strategy——“Why Beetle?”
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Creative strategy——“Why Beetle?”
First social mobile app: “Smileage”
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Media Choice & Schedule
Country where campaign will run: USA
Dates campaign started/ended: October 2013 – March 2014
1. October 2013 – January 2014
“Why Beetle” Official Website — Share your “yesterday” memory about VW Beetle “Smileage” Mobile App — Share your “today” trip with VW BeetleIn-store screen — Share your “tomorrow” dream related to VW Beetle
2. January 2014 – February 2014 : Super Bowl commercial & Trailers
3. February 2014-- March 2014 : Full-length stories of the 7 winners
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Media Choice & Schedule
Country where campaign will run: USA
Dates campaign started/ended: October 2013 – March 2014
1. October 2013 – January 2014
“Why Beetle” Official Website — Share your “yesterday” memory about VW Beetle “Smileage” Mobile App — Share your “today” trip with VW BeetleIn-store billboard — Share your “tomorrow” dream related to VW Beetle
2. January 2014 – February 2014 : Super Bowl commercial & Trailers
3. February 2014-- March 2014 : Full-length stories of the 7 winners
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Media Budget & Evaluations
• The online traffic of “Why Beetle” and related VW website
• The download times, rankings, and rating changes of
“Smileage”
• The in store traffic and sale of VW Beetle
• The earned media
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The End