campaign architecture passat cc

Campaign ArchitecturePassat CC

Contents

1. The Brief2. Contextual Analysis3. Target Market4. Campaign Objectives5. Strategy6. Creative and Suggested Media Plan7. Conclusion8. Q&A

The Brief

•How can we make people feel that buying a Passat CC is a less obvious choice?

The Challenge

•Help VW to break in to a new, more premium category

•And make people feel like we have a right to be there (not the poor cousin)

Why are we doing this?

•We need an outdoor execution to show off the car

•But we are also looking for an idea to bring the positioning to life for the audience.

What are we looking for

Contextual Analysis

Contextual Factors

Economical Sociological TechnologicalPolitical

UK car parc and new car registrations, 2003-13

• 2004-7: Interest rates rose & new car sales fell• New car sales are expected to fall by 19% in 2009 compared with

11% in 2008.• Modest recovery in 2010. • Stronger growth in 2011 and 2012 - pent-up demand released.

Source: Mintel

CAR MARKET

Car Purchase Process

Life events are determining factors21% know make and model

79% can be influencedBrand

Selectio

n

Brand Awarenes

s

Default list of preferred brands

Dismissed brands Brand re-evaluation

Consumer Buying Process

Recognition of need

ConsiderationMental brand

checklist

Research

Dealer Search

Purchase

Post-sale

Brands can be divided into unique competing groups

Competing brand groups*

Volume Premium Far East French Value

Primary competitors

• Ford• Peugeot• Vauxhall• Volkswagen

• Audi• BMW• Mercedes-Benz• Jaguar

• Honda• Hyundai• Toyota

• Citroen• Renault• Peugeot

• Kia• Skoda• Suzuki

Secondary competitors

• Citroen• Fiat• Kia• Nissan• Renault• Skoda

• Ford• Volvo• Lexus• Range Rover• Volkswagen• Saab• Honda

• Nissan• Mazda• Kia• Mitsubishi

• Fiat• Nissan• Vauxhall• Ford

• Mini• Fiat• Ford• Volkswagen

BMW

PREMIUM

Strengths: Style and design, build quality, brand image, resale value

Weaknesses: reliability, fuel consumption , insurance environmental

Typical consumer: City Boys/ Low level executive role

Technology:Rear wheel driveDifferent engineering –50/50 balance &vertically mounted to avoid under steer

Main competitors: Audi

‘VW is a volume brand.’

Premium Finish, Style, Sporty, Aggressive

‘The ultimate driving experience.’

Audi

PREMIUM

Strengths: Style and design, build quality, brand image, speed and power

Weaknesses: Fuel consumption, price, comfort, insurance

Typical consumer: ABC1, 26-40

Technology: Same parts, they’re competitors in price, not in class.

Main competitors: BMW, Mercedes

Sporty, sophisticated, dynamic

‘The more sophisticated older brother’

Mercedes-Benz

PREMIUM

Strengths: Style and design, brand image, build quality, comfort.

Weaknesses: Price, reliability, safety and insurance.

Typical consumer: Age 30 – 70, Rich families, Stock brokers

Technology: known for safety – invented airbag, anti-lock brakes, crumple zones

Main competitors: BMW, Lexus, Jaguar

Mercedes CLS 

‘Its premium status is supported by perceptions of high prices.’

Prestigious, Expensive, Aspirational

Q: Is VW a competitor? A: What do you think?

Ford‘Price leader but weak build quality’

VOLUME

Strengths: Price, fuel consumption, safety, insurance

Weaknesses: Build quality, brand image, speed and power, resale value

Typical consumers: Middle class, ‘soccer mums’

Main competitors: Honda, BMW, Audi, VW, Hyundai

‘The Passat CC is in the premium car sector but not a family car like the Mondeo.’

Brand Perceptions

“Reliable, finally up-to-date.

Excellent engines.”

Male, 46, Detective Inspector, Kent

“Reliable, solid and safe.”

Male, 55, Company Director, Hertfordshire

“Well- built, reliable. Good

long-term value.”

Male, 58, Town Planner, Nottingham

“Great at Hatchback and

the Beetle.”

Male, 52, Lecturer, St. Albans

Male, 44 Chartered Surveyor, London

“Good, reliability.”

Passat CC Perceptions

“Extremely aesthetic.”

Male, 46, Detective Inspector, Kent

“Reliable, straightforward

car.”

Male, 55, Company Director, Hertfordshire

“Passat, Yes. But I’m not

sure what the CC means.”

Male, 58, Town Planner, Nottingham

“Stylish and elegant.”

Male, 52, Lecturer, St. Albans

Male, 44, Chartered Surveyor, London

“I own one, I’m very

happy with it.”

Business Problem

• Poor awareness– Of the CC vs. Passat – Of VW selling a premium car

• Low consideration vs. competition

• Disconnect between product profile and brand values

Target Market

The internet plays a key role in helping them indulge their pleasures

Our target audience’s are heavy users of the internet for functional

purposes

Reliab

ility

Build quali

ty

Style

and desi

gn

Comfort

Perform

ance

Value

Price

Servi

cing c

osts

Fuel

consu

mption

Insuran

ce

Spee

d and power

Brand im

age

0

2

4

6

8

10

12

Score

Score

What do consumers look for in a new car?

Campaign Objectives

•Increase sales by 10% (Est. Target: 5,500 units by end of 2010)

Business Objectives

•‘Re launch’ the Passat CC

•Drive awareness and consideration of Passat CC

•Lead generation and conversion

Marketing Objectives

•Drive awareness and desirability of the Passat CC

•Create positive conversations around Passat CC and VW

Communication Objectives

Positioning

Brand

ConsumerModel

Brand

ConsumerModel

Older – more comfortable in his skin, more self-assured and

confident

Attracts attention and stimulates conversation

An unusual/unexpected offering from Volkswagen

The Passat CC

Brand

ConsumerModel

Strategy

Insight

• Consumers see the VW brand before they see the car itself

• It’s a car in a class of its own: - Price- Relationship to competitors

• People who buy the Passat CC know about cars.

Solution

• Elevate the status of the car within the VW range.

• ‘The connoisseur’s car’

• ‘Premium without the price tag’

• Ensure that VW set up specific training on the VW Passat CC.

•Silver foxes who are looking to upgrade their car.

Get

•Consider the Passat CC as a direct competitor to other premium brands

•Trial the VW Passat CC as a direct competitor

To

•Informing consumers that VW Passat CC is ‘premium without the price-tag.’ and get them to Think Again!

By

Creative and Suggested Media Plan

Creative Proposition

In the 1950’s Volkswagen asked you to THINK SMALL...

...Now In 2010 Volkswagen is asking you to THINK AGAIN!

Think Again!

• Your car says something about the type of person you are, not just how much money you’ve made.

• The Passat CC is a beautifully styled head turner…from Volkswagen.

• It’s a bit unusual, it’s not what everyone else has gone for.

• It shows you’ve actually thought about what you want in a car -

• It shows you know your own mind, you make considered decisions rather than just going with the pack.

Three levels of the campaign

Awareness

Engagement

Conversion

May Jun July Aug Sep Oct Nov

Awareness

Engagement

Conversion

Campaign overview

Show off the cars looks

Introduce the positioning

May Jun July Aug Sep Oct Nov

Awareness

Engagement

Conversion

Campaign overview

OOH

DMRadio

DM

OOH

Passat CC Think Again

Sure you wouldn't look better behind one of these?

DM

You are cordially invited to

A cheese and wine evening with Volkswagen

Radio

May Jun July Aug Sep Oct Nov

Awareness

Engagement

Conversion

Campaign overview

Bring core audience closer to the brandGenerate positive conversations by…

…communicating model positioning message…creating an engaging/useful experience

Show off the cars looks

Introduce the positioning

May Jun July Aug Sep Oct Nov

Awareness

Engagement

Conversion

Campaign overview

Event

Microsite

Event

Banners

OOH

Radio

DM

The Events

Banners

Think Again

Think Again

Microsite

May Jun July Aug Sep Oct Nov

Awareness

Engagement

Conversion

Campaign overview

Drive brochure request and test driveby…

…communicating additional spec, reinforcing model positioning, reaffirming value

Bring core audience closer to the brandGenerate positive conversations by…

…communicating model positioning message…creating an engaging/useful experience

Show off the cars looks

Introduce the positioning

May Jun July Aug Sep Oct Nov

Awareness

Engagement

Conversion

Campaign overview

Event

Microsite

Event

Sales Force Incentives

Banners

OOH

Radio

DM

DM

Conclusion

• The Connoisseurs’ car

• ‘Premium with out the price tag’

• Asking consumers to Think Again

Q&A