Volkswagen DM THE TIMES OF INDIA ROADBLOCK by DDB Mudra Group Mumbai

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Industry Cars
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Copywriter Archit Gadiyar
Released November 2009

Credits & Description

Category: Traffic & Brand Building
Date of First Appearance: Nov 11 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (DDB Mudra)
National Creative Director: Rajeev Raja (DDB Mudra)
Creative Group Head- Art: Mohammad Ajmal (DDB Mudra)
Copywriter: Archit Gadiyar (DDB Mudra)
Creative Supervisor- Art: Ankita Killawalla (DDB Mudra)
Vice President, Account Management: Ashish Marwah (DDB Mudra)
Account Director: Shishir Khandelwal (DDB Mudra)
Account Executive: Monish Debnath (DDB Mudra)
Studio Artist: Sachin (DDB Mudra)
Photoshop Artist: Suhaas B. (DDB Mudra)
Planning Head: Micheal Follet (DDB Mudra)
Creative Group Head- Copy: Ashish Kharwatkar (DDB Mudra)
Media placement: Newspaper - Times of India - 11 November 2009

Describe the brief/objective of the direct campaign.
How do you convey your brand philosophy to a country as huge as India? The answer was Innovation. The Volkswagen brand is a legend worldwide but wasn’t known at all in India. With minimal advertising presence, brand awareness hovered around 9%. But this needed to change. India needed to know the Volkswagen brand before its mass offering, the Polo launched in 2010. We had to introduce Volkswagen to the Indian people with a gesture that befitted its stature. The communication had to be magnanimous yet very human. Hence, we decided to tell the Volkswagen story in its own voice.

Explain why the creative execution was relevant to the product or service.
Volkswagen is an innovative brand which is known for its pioneering technology and creative solutions. And with numerous car brands already entrenched in the market, what was needed was something that would break the clutter. Which is why, on the 11th of November, Volkswagen was the only brand in the Times of India, in all 9 and a quarter pages, across 7 different editions. Such a colossal media coup helped gain immediate brand awareness. Volkswagen came across as a very ‘human’ brand and was on the tip of everybody’s tongue. Why, we even taught our readers how to pronounce Volkswagen.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to take over an Indian icon, The Times of India, a leading Indian daily with a readership of about 7 million influencers and opinion leaders. On the 11th of November, 2009 when Indians opened their favourite newspaper, they were introduced to the Volkswagen story. We didn’t just populate over 9 pages of The Times with clever Volkswagen ads. We used the space to tell the Volkswagen story in its own voice. The brand chatted with the customer about its history, what it believes in, its values, its cars and its commitment to India, over breakfast.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• Volkswagen was the #1 searched term on Google India. • Increase of unaided awareness from 9% to 22%, with ad recall of 78%. • The website was viewed over 70,000 times. • Numerous blogs, SNS sites, newspapers and TV channels covered the innovation. • The campaign got over 13000 sq. cms of print space and 39 mins 57 seconds of airtime. • The phones at the dealerships have been ringing off the hook. • Within 2 days, 63 New Beetles and 23 Touaregs were booked. • 17 new dealership enquiries were received.