CUTTING THROUGH COMPETITION by Mediacom Mumbai for Volkswagen

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CUTTING THROUGH COMPETITION

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Industry Cars
Media Promo & PR, Case study
Market India
Agency Mediacom Mumbai
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: VOLKSWAGEN
Product/Service: VOLKSWAGEN POLO
Date of First Appearance: Mar 8 2010
Entrant Company: MEDIACOM, Mumbai, INDIA
Managing Director: Divya Gururaj (MediaCom)
General Manager: Ashwini Kamat (MediaCom)
Senior Business Director: Deepa Jatkar (MediaCom)
Group Head: Rohan Lopes (MediaCom)
Business Manager: Aatika Ansari (MediaCom)
Business Manager: Zarius Captain (MediaCom)
Business Executive: Rohan Jadhav (MediaCom)
Trainee: Ankita Derasaria (MediaCom)
Investment Director: Girish Vyas (MediaCom)
Investment Director: Pradeepan Pacha (MediaCom)
Implementation Manager: Sridhar Surve (MediaCom)
Implementation Manager: Alex Anthony (MediaCom)
Business Director: Soumik Sarkar (GroupM - Dialect)
Investment Director: Pranay Khatu (GroupM - Portland)
Implementation Manager: Pdamaraj Krishnakutty (MediaCom)
Chief Operations Officer: Debraj Tripahy (MediaCom)
Media placement: Print- Innovation - Polo Die-Cut In Times Of India - Across 16 Pages - 8th March 2010
Media placement: OOH : Heli -Banner - Innovation - 1 Heli Banner - 8th March 2010
Media placement: TV - Regular Campaign - 7862 Spots - 1st May 2010
Media placement: Print : Newspapers- Regular Ads - 63 Half Page Ads On Back Page - 3rd May 2010
Media placement: Activation: Polo Stunt Shows - At Malls Across 13 Cities - 13th May 2010
Media placement: Bluecasting: Polo Test Drive - Airport Waiting Areas Across 5 Cities - 15th May 2010
Media placement: Print : Magazines - Regular Ads - 39 Insertions - 20th May 2010
Media placement: TV- Property : MTV Polo Ultimate Drive Challenge - 5X30minutes Episodes On MTV - 30th May 2010
Media placement: OOH: Race Polo Cup - 6 Races Across 3 Cities With 2 Hour Live Coverage On Neo Sports - 30th May 2010
Media placement: OOH: Regular Campaign - 174 Sites - 1st June 2010

Insights, Strategy & the Idea
With media spends increasing 70% & 15 new launches annually, the auto category in India is the most competitive & cluttered.
In this heated market, Volkswagen was launching their mass sedan – POLO. While awareness for competition was over 80%, our awareness was only 22%. How could we make a relatively unknown car the most desired car in India?
For most Indians, a car is not a means of transport. It is a lifestyle statement. In buying a new car, our customer not only looked for the best features, but more importantly for a car that had the most ‘buzz’. The car he desired had to be the car that others desired as well.
Our strategy to make POLO the most wanted car in India was to grab customer attention & demonstrate POLO’s innovative features through bold media innovations. Our innovations had to be something our customer would remember & talk about.

Creative Execution
We defied tradition to get India talking.
For the first time, India’s national newspaper, ‘The Times of India’ appeared with a hole ! A POLO-shaped hole that 6.8m readers woke up to & couldn’t stop talking about.
While competition advertised 30sec, we created innovative ways to show Polo’s features & get consumers to experience them.
The first auto-reality shows ‘POLO MTV Ultimate Drive’ where 16 contestants were shortlisted from over 50,000 to participate in a gruelling 6 week show.
We launched moto-racing in India with the “Race POLO Cup” where 16 amateur drivers were selected & trained to race in 6 Polo races across 3 race tracks. Live telecast on a national sports channel got 1.6mn Indians hooked to the first race season.
A test-drive with a difference! Potential customers were invited to see & partner world stunt drivers as they demonstrated stunt driving with the POLO across 19 cities.
To get our frequent flyers & men-about-town, we created innovative Bluetooth downloads at airports & 3D billboards.

Results and Effectiveness
The newspaper with a hole made POLO the Hottest word on Google Search (Source: Google Hot Trends, Mar8, 2010)
Awareness increased 77% (Source: .....).
30% of annual sales target was achieved in the launch month (Source: VW).
It was the 4th ‘Most Buzziest Brand’ in India after Facebook, Google, and Vodafone (Source: Agency Faqs).