Volkswagen goes after customers with a 'Post it' message

Volkswagen India has released its latest brand campaign called ‘Post it’. The campaign consists of print, digital, out-of-home and on-ground, and will run for a duration of three and a half weeks. In the first phase, the campaign has been rolled out in Mumbai, Delhi and Hyderabad. On 6 November, the second phase will be unveiled in Chandigarh, Jaipur, Pune and Ahmedabad.

The campaign unveils a contest through which customers booking the new Polo and Vento during the month of November 2012 will be eligible for winning a free Polo or Vento. Customers will have to answer three questions at the time of booking and the right answers will then be processed for a lucky draw. The results of the draw will be announced in the month of December 2012. Winners will drive away with a free Polo and a Vento.

View the ad here

Commenting on the campaign, Lutz Kothe, head of marketing and PR, Volkswagen Passenger Cars, said, “This campaign is slightly different from our previous ones. It follows the same DNA of the brand that Volkswagen is an innovative brand with innovative cars. This follows the same direction but is closer to the customers and dealers. It's a guerrilla campaign based on data. It began when I was having my morning jog in Mumbai from Bandra to Khar and realised there are lots of Volkswagen cars in this area. I grabbed my team and asked them is there a possibility to map and cluster areas where we have the highest concentration of customers. We found out, and gave the details to the dealers, who themselves are having their own guerrilla activities.”

“We are going to valets, parking places and could stick this post it on on competitors. The areas we are targeting are where we already have our consumers. We are using parking spots, bus shelters and OOH in these areas only to be close to our customers and dealers. The response received is already encouraging as dealers have ordered for 2.5 million post its already. We are tracking the activity and till noon yesterday, we received 250 inquiries; compared to 50 on a normal day. In the campaign we will be tying up with Jab Tak Hai Jaan and another upcoming release. Here, our post its will be found on tickets.

The ongoing Autocar Performance Show also has our post-its on the tickets", added Kothe.

The creative for the campaign has been created by DDB Mudra. GroupM is handling the activation. Mediacom is handling the media duties while the digital leg will be handled by G2.