Grey Digital creates the Social Media Campaign for new Volkswagen Jetta

Company Brief

Mumbai, September 5, 2011

The #anything4jetta hashtag has been the top trending topic on twitter in India over the past couple of days. It's not difficult to fathom why.

Sudhir Nair- Sr. Vice President &Head - Grey Digital, said. "The success of the campaign lies in its simplicity. The question we asked ourselves was what role can digital medium play in accentuating the core thought of "What will you do to drive the New Jetta?". How do we make it resonate with the audiences and most importantly keep them engaged? I do think we have managed to achieve all of it if the day 1 trends are any indication. I am sure at the end of the campaign a lot of number crunching will be required."

The Volkswagen team wanted a 360 campaign, The website www.anything4jetta.com has been designed in html5 and not Flash, to ensure that the live aggregation of tweets do not come in the way of the site loading almost instantaneously

You just need to post a wacky tweet on what you would do to win the all-new Jetta. To win you don't need to hedge your bets on a single tweet. There are multiple ways to participate including mobile (texting or recording a message) and the more active the involvement, the better the chances of winning. The campaign has different layers of increasing brand follows and shareability (an intricate algorithm based on tweets and re-tweets, popularity and creativity). Followers are also encouraged to upload their photos and videos showing what they can do to win the Jetta.

According to Bishwajeet Samal, Head of Marketing Communication at Volkswagen "We wanted to communicate and engage with users on Twitter in a way which encourages them to be innovative; which is one of the core values for Brand Volkswagen. What better medium than Social Media? The first days of the campaign have been fabulous and we are hoping to the see the twitterverse buzzing with #anything4jetta during the entire contest period."

Navin Kansal, Group Creative Director at Grey Digital, commented. "The fact that the campaign is topping the trending charts in India is by the way. What we had hoped for is massive participation from the twitterverse. And the sheer quality of it which raises the bar. The use of twitter over other social channels was intentional given the audience demographics that we had in mind and the simplicity of a 140 character tweet doing the talking for the Volkswagen Jetta."

Lutz Kothe, Head of Marketing & PR said “We wanted a 360 campaign, not the way it is typically done. Each medium has its role and that’s what we expected our agencies to come back with. I am glad the campaign is getting a lot of good response across all the touch points. The contest on digital is one more step towards becoming the most interactive brand.”

Over the first three days, the campaign recorded 54,000 Tweets. Peak activity was as high as 2,900 tweets an hour, and the website received 100,000+ views in three days. The @volkswagenindia account also netted an incremental 4,000 followers, fostering a community for future activities.

For further information, please contact:

Grey India

Sonal Seth

Tel: +9122 40366363

Email: Sonal.Sheth@grey.com