The German auto giant's new campaign on the launch of Jetta TSI allows users post any query they have on the Jetta TSI directly on YouTube and receive a video response to their questions. The campaign has been conceptualised and executed by Grey Digital.
After executing #anything4jetta Twitter campaign, one of the most successful digital campaigns of last year, Grey Digital is back with its new campaign for German auto giant Volkwagen to launch Jetta TSI. This time around, the brand and agency are banking on the prowess of YouTube, promising the users a YouTube Test Drive.
For example, a user question about the mileage of the car is answered by a video of an intern driving around a parking lot, while another intern counts the number of laps, which are upward of 500.
Lutz Kothe, head, marketing and PR, Volkswagen Passenger Cars, says, "Like always, we wanted to break the conventional ways of telling consumers about the Jetta TSI and this time we went further and also integrated direct response from customers as well. We look forward to some great responses."
Within a few hours of the launch of the campaign, the YouTube videos had already gathered more than 6,000 video views. Each video ends with a toll-free number on the screen, inviting users to book a real test drive. The brand hopes to generate more walks-ins to the showrooms.
Commenting on the launch, Sudhir Nair, senior vice-president and head, Grey Digital, says, "Consumers invariably go through the details of a car and ask for a test drive. We used some of these cases from our personal experiences and others around and came up with the idea of a virtual test drive. The way the story is told and the features are highlighted; we know it will create a lot of walk-ins to the Volkswagen showrooms."
Navin Kansal, group creative director, Grey Digital, adds "Given that the car is all about maximum power and minimum consumption, we felt it would be good to empower our audience to the maximum, with minimal effort required on their part by creating a virtual test drive of sorts. The use of videos augments the experience and enthuse viewers to know more about the car."