German auto giant Volkswagen has launched its new marketing strategy targeted for the festival season with its 'Post it' campaign. Yellow sticky notes stuck on the front page of the Hindustan Times in Delhi and Mumbai, and the Deccan Chronicle in Hyderabad invited readers to test drive its Polo and Vento range of passenger cars, along with the contest to win one of the two models.
The campaign launched on November 1 will be carried out over three weeks to cash in on the festive mood. Already unravelled in Mumbai, Delhi and Hyderabad with a total circulation of 2.5 million copies, the print campaign will be expanded to Chandigarh, Pune, Jaipur and Ahmedabad in the coming days, spread over 4.5 million copies.
The print ad campaign is developed by DDB Mudra, while GroupM and Collateral Advertising are handling the on-ground activation and collateral, respectively. The digital activation is looked into by Grey Digital, the digital arm of Grey and MediaCom has been assigned as its media agency.
While Volkswagen's earlier campaigns were brand oriented, which later became launch oriented, this time the mechanism is different. "Our October sales figures were higher than the previous months and this could not be overlooked since people were in a buying mood due to the festive season. The company expects at least 20 per cent rise in inquiries transforming into leads and then to sales. Till noon on Day One of the campaign, Volkswagen had already clocked 250 inquiries and was expecting 1,000 more by the end of the day," says Kothe.
There are two cars of each model to be won in the contest, Kothe adds. Two winners will be chosen from the lot of customers who book a new Polo or Vento during November. They will be given three questions at the time of booking. The right answers will then go through the process of lucky draw, with the results being announced in December.