Volkswagen DM TALKING NEWSPAPER by DDB Mudra Group Mumbai

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TALKING NEWSPAPER

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Industry Cars
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Associate Creative Director Anshumani Khanna
Released September 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: VOLKSWAGEN
Product/Service: AUTOMOBILE
Agency: MUDRA COMMUNICATIONS
Date of First Appearance: Sep 21 2010
Entrant Company: MUDRA COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra Communications)
National Creative Director: Rajeev Raja (Mudra Communications)
Associate Creative Director: Anshumani Khanna (Mudra Communications)
Creative Supervisor: Trishna Parkash (Mudra Communications)
Vice President Servicing: Ashish Marwah (Mudra Communications)
Account Director: Giridhar Bhat (Mudra Communications)
Account Manager: Punit Bhatt (Mudra Communications)
Media placement: Newspaper - Single Press Ad - The Times Of India - 21st September, 2010

Describe the brief/objective of the direct campaign.
The global automotive giant Volkswagen, was new to India and poised to launch the Volkswagen Vento in the sedan market. Our task was to sell a product that people hardly knew in an extremely cluttered market dominated by the undisputed leader, Honda City (market share-43% (Source : SIAM ).

The launch objective was to create massive talk value for the Volkswagen Vento and achieve a sales volume of 2000 units in the first 4 months of the launch.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As readers opened their morning newspaper on 21st September, 2010, a light-sensitive chip attached to the page played the pre-recorded voice of a Volkswagen engineer, who spoke about the love with which he built the Vento, echoing the campaign theme of ‘Crafted with so much passion, it’s hard to let it go’.

This was the first time that such an idea was created and executed on such a large scale in India and perhaps anywhere in the world.

Explain why the creative execution was relevant to the product or service.
Innovation is built into Volkswagen’s DNA. Our use of the largest read newspaper in India ensured that people not just read about the Volkswagen Vento, but also listened to its story.
This simple yet inventive idea to use a Volkswagen Engineer’s voice ensured that Volkswagen’s legacy of German Engineering and continuous innovation was brought to life for Indian audiences.

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 Vento was the hottest topic in media across the world (The New York Times lauded the idea, apart from others in the Indian media).Volkswagen Vento was the 3rd most searched topic on Google on 21st September 2010- the day of the launch. (Source: Symosis MAP)

Volkswagen sold 7002 Ventos between September and December 2010, easily meeting the capacity of the Volkswagen factory in Pune and 250% more than expected.

The Vento was one of the most successful launches ever in the Indian auto industry; proven beyond doubt when it outsold the Honda City in March 2011 (Volkswagen sales tracking).