Volkswagen Promo, Case study TALKING NEWSPAPER by Mediacom Mumbai

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Industry Cars
Media Promo & PR, Case study
Market India
Agency Mediacom Mumbai
Director Girish Vyas
Released September 2010

Credits & Description

Category: Best Use of Print
Advertiser: VOLKSWAGEN
Product/Service: AUTOMOBILE
Date of First Appearance: Sep 21 2010
Entrant Company: MEDIACOM, Mumbai, INDIA
Managing Director: Divya Gururaj (MediaCom)
Chief General Manager / Marketing and Public Relations: Lutz Kothe (Volkswagen)
Deputy Head: Bishwajeet Samal (Volkswagen)
Senior Manager: Kaushik Chakraborty (Volkswagen)
General Manager: Ashwini Kamat (MediaCom)
Director: Girish Vyas (MediaCom)
Senior Business Director: Deepa Jatkar (MediaCom)
Senior Business Manager: Zarius Captain (MediaCom)
Implementation Manager: Sridhar Survey (MediaCom)
Media placement: Newspaper - Times Of India, The Hindu - 21st September 2010

Insights, Strategy & the Idea
India is the world’s most competitive car market with up to 30 new launches every year.

VW is a relative newcomer, with brand awareness at only 39%, while long-time established rivals had awareness in excess of 80%.

In 2010 VW entered the sedan market with its Vento. Unfortunately it would be one launch among many. Auto ad spend was at record levels and engaging with well-off males was almost impossible.

For Indians a car is more than just a means of getting from A to B. It is a life-style statement. Indians were only interested in brands that are seen around town, talked about in the media or admired by their friends. VW wasn’t on their radar.

To deliver instant sales, we created something totally new: A press ad that literally talked to consumers about the new Vento.

We made the new Vento the talk of the town.

Creative Execution
It took six months to source 2.5m pre-recorded sound chips from China, coordinating 18 suppliers in four countries to create India’s first talking newspaper.

A team hand-inserted the photo-sensitive chip in darkened conditions in one night to ensure the message wasn’t triggered before it reached consumers.

We wrapped the Times of India and The Hindu with our special supplement in five cities, hitting their readership of 6.8m in VW’s key markets of Mumbai, Delhi, Pune, Bangalore and Chennai.

On September 21 the papers and our pre-recorded chips were delivered to readers as normal.

As soon as a reader flipped open the newspaper, it started talking about the new Volkswagen Vento generating fear, anxiety and excitement.

People went out to buy the paper just to hear the talking ad.

By using print in this way, we literally got a newspaper ad to TALK to our consumers.

VW had consumers’ total attention.

Results and Effectiveness
We wanted India to talk about out new launch and the whole country was talking about us.

PR coverage in press, TV, radio and across social media went berserk!

A 100% spike in Google searches for VW Vento.

Mumbai Police Commissioner had to issue a message pacifying readers that it was a Volkswagen Ad and not a bomb that was making their newspaper talk.

200% increase in dealer enquiries.

In one day, with one incredible execution we hit 12% of Vento’s annual sales target.