Volkswagen Passat Mini Campaign

Ashlyn & Co Agency

1

Background Research on the 2016 Passat

The Volkswagen Passat has had some clear disadvantages in integrating into the midsized vehicle product

line in the U.S. market (Volkswagen Passat Case Study). However, through the 2011 Super Bowl

advertisement, the Passat made its first appearance in the U.S. by generating buzz, increasing interest in

the Passat, and surpassing recall, memorability and brand communication by using a “mini” Darth Vador to

start the car with the “force” (Volkswagen Passat Case Study). The fame that was formed from “The force”

advertisement was short lived, when in September 2015 the news of the Emissions Scandal was released

to the public. Consumer sentiment dropped a total of 55% with the news of the release, and negative

associations began following Volkswagen including “scandal” and “fraud” (Roach, 2015). With the

Emissions Scandal still being widely talked about on Social Media websites, such as Twitter and Facebook,

Volkswagen has attempted to reassure their consumers that their products are still safe. This has been

rather difficult as consumers have been placing resistance barriers on Volkswagen.

In the midst of this scandal, the mission for Volkswagen is to gain their consumer’s trust back on the

reliability of their cars, by redesigning their line of models in order to become more desirable. The 2016

Passat is one such car that has been redesigned to offer consumers with a wide range of technologically

advanced features including safety features. The 2016 Volkswagen Passat is a midsized car that comes

with App Connect™ Services that are compatible for a mobile phone, a Guide and Inform™ service that

provides consumers with real life services to help them navigate the roads better, and the Security and

Service™ feature which equips the consumer with the ability to call in emergency services, and set speed

and boundary alerts (2016 Volkswagen Passat - Midsize Sedan). Additionally, the 2016 Passat provides

consumers with three different choices for engines which include: the Passat 1.8T with five available trims,

the Passat V6 with one available trim, and the Passat R-line with two available trims (2016 Volkswagen

Passat - Midsize Sedan). The 2016 Passat is equipped with seven driver assistance safety features all

designed to help the driver drive safer (2016 Volkswagen Passat - Midsize Sedan). These features include

the Forward Collision Warning (Front Assist) and Autonomous Emergency Breaking System, the Adaptive

Cruise Control, the Parking Steering Assistance (Park Assist), Lane Departure Warning (Lane Assist), Blind

Spot Monitor, Rear Traffic Monitor, and the Park Distance Control (Park Pilot) (2016 Volkswagen Passat -

Midsize Sedan). These features are available on all select trims, and models of the 2016 Passat.

2

Resistance Barrier

Volkswagen has recently been associated with bad PR after the news about the Emissions Scandal went

public. In September of 2015, the Environmental Protection Agency (EPA) discovered that over half a

million diesel cars in the U.S. were installed with emissions software, allowing the diesel engine to detect if

a test on the engine was occurring and enabled the software to change the performance to pass the test

(Holten, 2015) (Atiyeh, 2016). The computer software operated on two modes one for a test-drive and one

for driving the car normally (Atiyeh, 2016). When the car was in the test-drive mode the software would

modify the car in order to release a federally approved level for emissions; however, when operating the car

normally the software would change the fuel pressure, injection timing and more (Atiyeh, 2016). Operating

the car with this software meant that the cars infected relied on nitrogen-oxide emissions which have been

linked to lung cancer (Atiyeh, 2016). The cars that have been linked to emissions violations are: the 2009-

2015 Volkswagen Jetta 2.0L TDI, the 2009-2016 Volkswagen Touareg 3.0 L V-6 TDI, the 2010-2015

Volkswagen Golf 2.0 L TDI, the 2012-2015 Volkswagen Bettle, and the 2012-2015 Volkswagen Passat 2.0

L TDI (Atiyeh, 2016).

After this news was released consumers became very concerned about the safety of driving Volkswagen’s

vehicles, and ultimately began to show resistance towards the brand. Below are a few examples of

consumer’s reactions towards the recent emission scandals on Facebook.

On Twitter, consumers who are upset over the emissions scandals are using hashtags such as #diselgate

in order to discuss the scandal to their fellow followers.

Overcoming Resistance

In order to overcome this resistance barrier from the Emissions Scandal discussing the benefits of the

seven driver assistance safety features of the newly re-designed 2016 Passat is crucial. Our hope is by

shifting their attention on the safety features of the new 2016 Passat will cause the target audience to focus

more on the benefits of the features rather than the Emissions Scandal. Armstrong 2010 suggests that

3

customers are more willing to overcome resistance when they are able to consider the benefits of the

features they desire; therefore, by focusing on the benefits of the features the target audience will use a

rational approach to decide if the product meets their desires (Armstrong, 112). Also, by emphasizing on

the 2016 Top Safety Pick, as well as the five star safety rating by the National Highway Traffic Safety

Administration will likely reassure the consumers in knowing that the 2016 Passat is a safer choice than

past Passats.

4

Creative Brief

Overview:

In light of the recent emission scandal, the perceptions towards Volkswagen has shifted from

delight to frustration. In order to combat these issues, a mini advertising campaign is being crafted in order

to highlight on the safety features of the new 2016 Volkswagen Passat. The campaign will consist of a total

of four elements which are as follows: a full page magazine ad, a script for a 15 second YouTube video, a

social media feed advertisement, and 5 Twitter “tweets”. Each element will seek to persuade our target

audience by using a calm, informative, but friendly tone in order to appeal to a rational audience.

By emphasizing on the safety features of the new 2016 Passat, this campaign can drive positive

consumer perception, and can strengthen consumer relationships.

Target Audience:

Our target audience consists of mid-size sedan shoppers who desire a practical car that also provides them

with the ability to show off their social status in a humble manner (Volkswagen Passat Case Study). This

encompasses middle-class to upper class men and women who are willing to spend the extra dollar in

order to have a reliable car for their working life, and for their family. However, these individuals make a

selection based upon a rational thought process; therefore, if the car is not up to their standards they simply

will glance over it.

Tone:

Using a calm tone throughout will be the most appropriate method in order to reach our target

audience after the recent Emissions Scandal. Due to the fact that the Volkswagen Passat is a high-

involvement product, and that our focus will be on the safety features of the Passat, Armstrong (2010)

suggests that a calm tone is the most persuasive strategy for this situation. In a lab experiment for an ad

that uses a high-involvement service participants preferred a calm approach rather than an intense

approach for the advertisement (Armstrong, 191). Furthermore, participant’s perception towards the service

was better than when the advertiser positioned the tone with an intense approach (Armstrong, 191).

In order to effectively achieve a calm tone, the campaign will avoid the use of exclamation marks,

all capital letters, bold fonts, large fonts, and other attention getting devices. This campaign will also use

moderate language throughout in order to achieve a calm tone.

Drivers:

The goal for this campaign is to transform current customer perspectives by focusing on the top of

the line safety features, as well as the prestigious design to ensure that the brand image of practicality and

luxury is kept. Additionally, this campaign seeks to show growth in our market share from 24.8% (Tutt,

5

2015) to at least 28%. Furthermore, this campaign seeks to generate buzz, in order to change

perspectives, as past campaigns have shown success in doing so.

Competitors:

The leading competitors of the Volkswagen Passat are those that are in the mid-size sedan market

who provide their consumers with luxury and practicality. Most notably this includes the 2016 Ford Fusion,

2016 Honda Acord, and the 2016 Hyundai Sonata. The 2016 Ford Fusion offers a variety of engines from

the Eco-Boost®, the Hybrid, the Fusion Energi plug-in Hybrid, and the standard power-train choice all

which is priced between $23,255 – $34,605 MSRP (Ford Fusion Sedan). Honda Acord’s 2016 model offers

select packages for technical support, sporty appeal, and safety features priced between $21,750 - $34,

075 MSRP (2016 Sonata). The last leading competitor, the 2016 Honda Acord allows consumers to select

between six different options with select safety features including: multi-angle rear view camera, road

departure mitigation, lane keeping assistance system, and adaptive cruise control, with prices ranging from

$22,205, to $34,680 (Honda Accord Sedan).

Consumer Action/ Response:

Based on recent social media posts from websites such as Twitter, Instagram, and Facebook

consumers have shown resistance towards the Passat based on the recent emissions scandal.

Transforming these perceptions is crucial. In order to do so using a calm tone that informs the target

audience on key safety features, while seeking to build relationships is important.

Deliverables:

This campaign will emphasize on our USP throughout by delivering captivating traditional

advertisements, as well as new media advertisements. Specifically, the elements that will be crafted are: a

full page magazine ad, a script for a 15-second in-stream ad, a social media feed advertisement, and 5

twitter “tweets”.

6

7

Background research on Magazine Advertisements:

Implementing magazine advertisements into a campaign allows advertisers to reach a mass audience while

having a high impact on consumers (Sims, 2014). Approximately 45% of consumers prefer traditional forms

of advertisements including print ads, newspaper ads, and TV ads rather than new forms of advertising

(Sims, 2014). In addition, magazine advertisements help the consumer to get closer to the brand (Sims,

2014). Magazine advertisements also allow advertiser to use repeated exposure which allows the

consumer to analyze the advertisement for an extended period of time (Kokemuller, 2016).

The Magazine Advertisement

In order to grab the attention of our target audience in a persuasive manner, the entire layout of the

magazine followed J.Scott Armstrong’s principles on still media. The first initial step in designing the

magazine advertisement was understanding consumer involvement for the Volkswagen Passat as it

determines the overall layout of the advertisement (Armstrong, 2010). Upon researching the Volkswagen

Passat’s technologically advanced safety features and that the product falls into the midsized car category,

it was evident that the product is a high-involvement situation for consumers. Based on the fact that the

Passat is a high-involvement situation, the entire layout of the magazine ad followed the suggested

principles for high-involvement situations.

Headlines provide the target audience with the first initial impression of the advertisement and the brand, as

well as helps to set the tone of the message; therefore, it must appeal to the desires of the target audience

(Zahedi, 2010). Due to the importance of crafting the headline in an effective manner, the headline was the

first step in creating the magazine ad. In order to have cohesion among our product, our product’s safety

features, and our target audience’s involvement a descriptive headline was used. The headline “It’s time to

put your mind at ease Introducing the new 2016 Volkswagen Passat starting at $22,440 MSRP” captivates

the consumers by using a catchy, and informative phrase while also encouraging them to continue reading

the ad’s message (Armstrong, 224). This headline is directly related to the Passat, as it uses a calm tone

in order to inform consumers about the quality of the product without revealing too much information on the

key arguments of the product. Additionally, because the key arguments of the product are the product’s

safety features, the headline focuses more on the practical design of the car which is effective for high-

involvement products (Armstrong, 244).

In order to keep cohesion throughout the entire layout of the advertisement, the pictures that were used

sought to inform the customers on the over-all safety of the vehicle. The 2016 Passat is seen driving

through a curvy mountain road which informs consumers on the setting that the product can be used in.

The picture in the upper right-hand corner of the advertisement informs the consumers that the vehicle is

rated with a 5-star safety rating from the National Highway Traffic Safety Administration. Furthermore, the

picture directly to the left of the Passat educates the consumers on the fact that the Passat was chosen as

a 2016 Top Safety Pick by the Insurance Institute for Highway Safety. All pictures in the advertisement help

to reassure the consumers on the overall safety of the product while showing the consumers the shape,

size, and color of the product. The main copy of the advertisement was not used overtop of the picture, as

this would likely distract the consumers from the ad’s message.

8

Just as the pictures used in the advertisement seek to inform the consumers about the strong arguments of

the Passat, the copy was crafted in a manner that was relevant for an informative advertisement. The first

paragraph “Equipping the new 2016 Volkswagen Passat with top of the line safety features is our top

priority” is relatively short and easy for the consumer to read which is essential in order to keep the

attention of the target market. The serif typeface, Minion Pro, is used throughout the entire advertisement in

order to allow consumers to easily read the copy. Keeping a continuous font throughout was important as it

allows the consumer to not be distracted from the key points of the copy. Columns were utilized in the body

copy of the advertisement to guide the consumer throughout thus, helping with the overall readability of the

advertisement. This is especially relevant for long informative ads as the consumer can become easily

distracted (Armstrong, 254). Lastly, the layout of the advertisement followed the principles as described by

the N.W. Ayer Agency of Philadelphia known as the “picture window” layout (Armstrong, 263). The pictures

in the advertisement were used in the top 2/5th of the layout, the ad’s headline was informative yet bold,

while the bottom two-fifths of the ad included two columns of text with the VW logo at the bottom right hand

corner of the ad, all principles consistent with the “picture window” layout. The layout of the entire

advertisement is consistent with consumer involvement as it is relevant for high-involvement products that

have a strong argument (Armstrong, 263).

9

Agency: Ashlyn & co. Agency

Client: Volkswagen®

Product: Volkswagen Passat™

Title: “Newborn baby”

Length: 15 seconds

Date: 4/21/2016

Tone: Calm

Music: The sound of cars gently passing by

Actors: A mother, father, and a baby

SFX: Car door closing

Visuals: Driving home from the hospital with mother in the backseat after having her

newborn baby. Focusing in one the baby.

SFX: Mother playing with her baby while making baby noises.

Visuals: Father looking at the mother and baby in the backseat, distracted from the

road.

10

Father: (talking to the baby) “After waiting for so long, we can finally take you home

princess”

Visuals: Quick shot of the front of the Car, then focused back in on the family.

SFX: Breaking sound from ahead

Visuals: The Passat suddenly breaks after the car ahead of them breaks. The family

looks concerned but relieved.

Father: “The all-new 2016 Volkswagen Passat detects a collision with specially

designed sensors in the front of the car and takes action if the collision is evident

with Autonomous Emergency Breaking to immediately stop the car.” “The 2016

Volkswagen Passat. Safety is our priority”

11

Background information on YouTube Ads:

YouTube advertisements have approximately 91% view-ability, while serving on multiple platforms such as

phones, tablets, and desktops (Adweek). However, the view ability of these advertisements is higher on

mobile devices, as 83% of these ads are more viewable on mobile devices as compared to desktops

(Adweek). The overall size of the advertisements are a big factor into the acceptance of the ad, as 89% of

consumers prefer large advertisements at 848 x 477 (Adweek). Horizontal advertisements also have a

higher level of view-ability than vertical advertisements (Adweek). Audibility of the YouTube advertisements

caused a 33.1% recall for the brand being advertised in a Google report (Adweek).

Formation of YouTube Script:

In order to format the YouTube script for the “Newborn Baby” advertisement in a way to reach a rational

audience but combat counter-arguments a distraction method was utilized. Although distraction methods

are often used for low-involvement situations, the product showed how the Autonomous Emergency

Breaking is used; therefore, showed a clear benefit for the target audience which is persuasive for high-

involvement products (Armstrong, 107). This advertisement shows how a driver assistant safety feature is

in the consumer’s best interest, as it shows how a common situation can distract drivers on the road and

shows how the consumer can fix that situation. Furthermore, due to the notion that the target audience may

be equipped with negative conceptions about Volkswagen after the recent Emissions scandal, the use of a

distraction method can help to avoid any counter arguments regarding the Emissions scandal.

12

13

Background research on Facebook advertisements with a descriptive caption:

A study conducted by the Content Marketing Institute surveyed 3,714 marketers around the globe to

discover the effectiveness of various digital media sites (Delzio, 2016). Business-to-consumer

advertisements rated social media sites: Facebook, Twitter, YouTube, Google, Pinterest, LinkedIn, and

Instagram by effectiveness, and discovered that Facebook was ranked the highest for effectiveness with a

66% rating as compared to the other social media websites (Delzio, 2016). However, Business-to-Business

advertisements are not as effective for Facebook and other social media websites, as Facebook only

received a 30% effectiveness rating (Delzio, 2010). Furthermore, Facebook received the highest return on

investment (ROI) than other social media websites as it was rated as a B+, while other social media

websites were rated as a B- to a C- (Delzio, 2010).

Facebook advertisement that uses a descriptive caption:

Based on the research that is provided above, it was evident that using the Facebook platform to post an

advertisement would be the most effective at reaching our target audience. The format of the advertisement

followed the acceptance principle of Problem/Solution that was described by J.Scott Armstrong in his book

Persuasive Advertising. As most consumers are unaware to the difficulties of backing out of a parking spot,

informing them of a problem and providing the solution of the Rear Traffic Alert is essential in order for the

target audience to accept the message’s claim. The descriptive caption “Tight squeeze? No worries. The

new Volkswagen Passat uses Rear Traffic Alert to alert you to those sticky situations” does not dwell on the

problem but rather leads the consumer to the solution. This allows the consumer to associate the solution

positively without focusing on the negative of the problem. Furthermore, the use of a 2016 Passat in a

parking lot with a car directly behind it relates to the caption as it shows how those “stick situations” occur.

14

Twitter Advertisements:

In order to have effective twitter advertisements reflected the overall tone of the advertising campaign was

essential, therefore, one persuasive strategy by J.Scott Armstrong was necessary in order to show

cohesion. By using a clam tone through each of these advertisements, by emphasizing on only one

strategy, problem/solution, the look of the advertisement will become more recognizable to the target

audience and will also help the consumers to easily recognize Volkswagen’s advertisements. The

campaign stays consistent by using the problem/solution tactic by using strategies that are persuasive for

high-involvement utilitarian products. Each tweet seeks to build upon the next as each describes an

individual safety feature of the 2016 Passat. Furthermore, because each safety feature is a solution to a

common problem it is necessary to use the problem/solution technique throughout. The handlebar

#SafestPassat is used throughout in order to emphasize the safe features of the newly redesigned

Volkswagen Passat.

Tweet # 1

The above tweet uses the problem/solution technique in order to address the common issue of a congested

highway. Although the problem is common among drivers, the solution is not; therefore, the advertisement

uses a successful strategy in order to reach our target audience. Additionally, the tweet seeks to focus on

the positive, the Autonomous Emergency Breaking, which helps the consumers to associate the product in

a positive light instead of a negative light.

Tweet #2

The second tweet also uses the problem/solution strategy in order to develop a positive association with

the Passat by focusing on the features of the Parking Steering Assistance. By agreeing with consumers

about the difficulties of parallel parking, and by providing an easy solution to their troubles consumers will

be more receptive to the advertisement’s claim. The first sentence “Parallel parking can be a hassle” leads

the consumer into the main message of the advertisement, while the handlebars help to reinforce the

message’s claim.

Tweet # 3

15

This tweet also uses the problem/solution technique as described by J.Scott Armstrong. The Lane Assist is

a fairly new feature that not too many consumers are aware of; therefore, using this technique is useful

especially since the Passat is a high-involvement situation for consumers. The text “Summer is drawing in

close. Long day trips are tiring” relates to the common problem of having to be in a car for an extended

period of time in order to have a mini vacation, while the preceeding text “The 2016 Passat will keep you in

the right lane with #LaneAssist. #SafestPassat” provides the audience with key information at the end for

the consumer to remember. The handle bar #LaneAssist refers to the safety feature of the Passat, while

the handlebar #SafestPassat, restates the brand name with the association of being the safest among all

other Passats.

Tweet #4

This tweet also uses the strategy of problem/solution. The first sentence “Rear-view mirrors are not always

reliable” alerts the consumers to the fact that all cars are not equipped to view everything around them.

After the problem is stated the solution immediately follows which is the Blind Spot Monitor which will detect

if consumers are trying to turn into a lane that has a car in their blind spot. This feature will help consumers

have feel at ease by knowing that things that are out of their control are covered by the new Passat.

Tweet # 5

Lastly, this tweet discusses the Rear Traffic Alert which is a solution to the problem of backing out of an

area. Just as the other four tweets, this tweet states the problem first which is backing out of a tight parking

spot, and then immediately follows with the solution. The use of the handlebar #RearTrafficAlert helps the

consumer to remember the key argument of the advertisement while the following handlebar

#SafestPassat, provides the consumer with the model in order for them to remember the tweet.

16

Works Cited:

"2016 Volkswagen Passat - Midsize Sedan." VW. N.p., n.d. Web. 24 Apr. 2016.

<http://www.vw.com/models/passat/>.

"2016 Volkswagen Passat 4 DR FWD." Safer Car. NHTSA, n.d. Web. 23 Apr. 2016.

Armstrong, Jon Scott. Persuasive Advertising Evidence-based Principles. New York: Palgrave Macmillan,

2010. 243-266. Print

Atiyeh, Clifford. "Everything You Need to Know About the VW Diesel Emissions Scandal." Car and Driver.

N.p., 21 Apr. 2016. Web. 23 Apr. 2016.

Delzio, Suzanne. "New Research Reveals Paid Social Media Effectiveness : Social Media Examiner."

Social Media Examiner. N.p., 9 Mar. 2016. Web. 25 Apr. 2016.

Hotten, Russell. "Volkswagen: The Scandal Explained - BBC News." BBC News. N.p., 10 Dec. 2015. Web.

23 Apr. 2016.

Sims, Eric. "Effectiveness of Magazine Advertising." Integralprintmedia. N.p., 17 Nov. 2014. Web. 24 Apr.

2016.

Solan, Garett. "Infographic: YouTube Ads Are Reportedly Viewable 91% of the Time." AdWeek. N.p., 8

May 2016. Web. 23 Apr. 2016.

Volkswagen Passat Case Study. Rep. N.p.: American Educational Foundation, n.d. Print.

Zahedi, A. (2010, September 17). What is the Importance of a Good Headline? What Should it Achieve?

Retrieved April 4, 2016.