Volkswagen Promo, Case study THE INSIDERS by Mediacom Moscow

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THE INSIDERS

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Industry Cars
Media Promo & PR, Case study
Market Russia
Agency Mediacom Moscow
Client Service Director Inna Drozdova
Producer Denis Ponarin
Released March 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: VOLKSWAGEN
Product/Service: AUTOMOBILE
Date of First Appearance: Mar 7 2011
Entrant Company: MEDIACOM, Moscow, RUSSIA
Entry URL: http://www.lookatme.ru/flows/polo/posts/recent
Client Service Director: Inna Drozdova (MediaCom)
ESP Director: Dobrinya Gutiev (MediaCom)
Interaction Media Group Head: Anton Ivanyushin (MediaCom)
Senior Media Planner: Ekaterina Nikonorova (MediaCom)
ESP Assistant: Eugenia Kurtina (MediaCom)
Head of Sales Department: Andrey Preobrazhensky (Look At Me)
Account Manager: Ludmila Galaktionova (Look At Me)
ESP Sales Manager: Olesya Shitova (MTV channel)
Producer: Denis Ponarin (2x2 channel)
Media placement: Internet - Insiders' Blogs - Look At Me Site - 07 March 2010
Media placement: TV Campaign - 5 Spots+announcements - MTV Channel - 19 March 2010
Media placement: TV Campaign - 1 Spot - 2x2 Channel - 22 March 2010
Media placement: Press Advertorials - City Guides - 03 March 2010
Media placement: Press Advertorials - Male Glossy - 15 March 2010
Media placement: Press Advertorials - Female Glossy - 15 March 2010
Media placement: Press Advertorials - General Interest - 25 March 2010
Media placement: Press Advertorials - Car Press - 25 March 2010

Insights, Strategy & the Idea
The Russian market is a tough place to launch a small car. Here, a prevailing stereotype exists that suggests they are dull, emotionless, boring and no fun to drive.

Therefore, when VW wanted to launch its new Polo design to Russians aged 23-30, we needed to change local perceptions and introduce it as a bright, vivid car that could reflect the unique personality of its driver. In this case, young people who lead active lifestyles travel a lot and thrive in the hustle and bustle of urban life.

Our insight showed that in Russia, Europe is seen as the heartland of fashion and European styles are always in high demand. Realising this, we knew that to make the VW Polo attractive to a young and modern Russian audience, we would need to show them that it was already seen as a fashionable vehicle by trend-setting, urban Europeans.

Creative Execution
We launched Insiders by VW Polo, an integrated campaign focussed around LookAtMe.ru, the most popular trend website in Russia. To support the campaign, we recruited six Russian ‘Insiders’ (who had all recently moved to Europe and were each in a creative profession) to travel across the continent in new VW Polos.

During their adventures, the ‘Insiders’ were asked to post regular blog entries on the LookAtMe website to keep Russian audiences updated with interesting facts about European youth culture and travel tips not found in regular guidebooks. By the end of the campaign, the ‘Insiders’ had written enough content to produce six non-standard guidebooks (for Paris, London, Berlin, Amsterdam, Prague and Barcelona).

Throughout the campaign, audiences could also catch-up with the ‘Insiders’ on “POLO-mniki” (POLO-pilgrims), a supporting programme on MTV which showed weekly highlights of their adventures. The campaign also included supporting commercials at TV channel “2x2” and press advertorials.

Results and Effectiveness
The campaign, which lasted for eight weeks, drove more than 80,000 people to the LookAtMe website, each of whom stayed on the site for an average of 7.25 minutes.

Our traffic generated 10,000 clicks to the VW Polo website.

All of our ‘Insider’ guidebooks were highly rated by users and many were included on the site’s most popular posts list.

We did more than just attract attention to the Volkswagen Polo launch; we also won the brand loyalty of a new young audience.
Overall, Volkswagen Polo sales increased 118% year-on-year between February-May 2010.