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Volkswagen. Das Auto. Show 2012Case study – Today’s Digital MarketingCase study Today s Digital Marketing20th March , 2013
Malaysian consumer in the digital world
20 M ll20 Millioninternet users
>137% mobile penetrationinternet users
25 million 89% Smartphone
p
internet users by 2015Smartphone penetration
Social Media reaches 91%of Malaysian Internet users
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Sources: ADMA 2012, ComScore2012
Petra Schreiber/ Marketing and Communications20.03.2013
V lk D A t ShVolkswagen. Das Auto. Show
Petra Schreiber/ Marketing and Communications20.03.2013Page 3
The history of Das Auto. Show.
• Das Auto. Show 2011 was Volkswagen Malaysia’s first public brand show d f h l l b d h M land one of the largest single brand motor show in Malaysia
• The event showcased Volkswagen’s brand heritage and complete product line p
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lineup
Petra Schreiber/ Marketing and Communications20.03.2013
Moving forward
• In 2012, the event was held in conjunction withThe Beetle launch., j
• Beetle has a strong heritage tied to the history of the Volkswagen brand as a whole
• The 2012 Show had pre-defined capacity per session/ show
• People were excited about the upcoming Beetle launch, thus this excitementPeople were excited about the upcoming Beetle launch, thus this excitement was important to harness
• The audience were active on social media, and popularity of YouTube personalities was on the rise
Page 7 Petra Schreiber/ Marketing and Communications20.03.2013
The conceptual thought
• The focus was on The Beetle as a conversation catalyst.y
• The campaign theme “The Icon Is Back” communicated the return of iconic car at the Das Auto. Show 2012.
• The public's curiosity was piqued from create conversations around “The Icon” was.
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360 C i360 CampaignActivity across various channels
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Pre-launch phase
DIGITAL ADS OUTDOOR
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Launch phase
DIGITAL ADS & TVC OUTDOOR
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Post-Launch phase
DIGITAL ADS & TVC OUTDOOR
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Di it l fDigital focusVolkswagen. Das Auto. Show 2012
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Digital trends
RISE OF MOBILE & TABLETSSOCIAL MEDIA AS CENTRE OF ACTIVTY
EXPERIENTIAL MARKETING DIGITAL INTEGRATION
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EXPERIENTIAL MARKETING DIGITAL INTEGRATION
Petra Schreiber/ Marketing and Communications20.03.2013
Integration
• Malaysian consumers are online and active on social media y
• Digital integration as a key to success with Das Auto. Show 2012.
• Owned digital channels and social media engaged audience throughout the• Owned digital channels and social media engaged audience throughout the campaign
• The on-ground activities were also connected to social media to encourageThe on ground activities were also connected to social media to encourage conversations
Page 17 Petra Schreiber/ Marketing and Communications20.03.2013
Execution
PRE-LAUNCH LAUNCH POST-LAUNCH
Microsite & Das Auto Ticket booking
Das Auto Micro-site Page Beetle Micro-site Page
Beetle Teaser Video Launch of Volkswagen Youtube channel Beetle Stories ContestBeetle Teaser Video
FACEBOOK UPDATES AND LIVE FEED OF EVENT
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E ti l tiEmotional connectionVolkswagen. Das Auto. Show 2012
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Creating emotional connection online
• The Icon’s strong emotional connection was used to inspire and engage the g p g gaudience from the beginning of the campaign all the way to the sustenance phase
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Teaser videos
• The heritage value of the Beetle was brought to online audience through g g gseries of Teaser videos
• The videos were released as a series with weekly updates leading to the launch of the Beetle
Pic Pic PicPic
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Beetle Stories
• There are thousands of stories revolving around the Beetle and the ownersg
• Local Beetle owners’ stories were used as inspiration for Beetle Stories contest encouraging public to submit their stories on the campaign site
Video
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Emotional touchpoints at the Das Auto. Show
• Emotional connection through a launch show and fun on-ground activities g g
• A Beetle Booth custom portraits
• Event photos shared through QR wristbands• Event photos shared through QR wristbands
• Photos archived on the campaign site for future downloads
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M ti ’ di it l tiMeeting consumers’ digital expecations
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Digital execution online and on-ground
• Online ticket booking through optimized siteg g p
• eDMs with unique code sent to registrants
• Upon arrival at the event users redeemed QR wristbands from kiosk• Upon arrival at the event, users redeemed QR wristbands from kiosk
• The QR wristbands allowed users to share their experience on Facebook
Page 25 Petra Schreiber/ Marketing and Communications20.03.2013
Ticketing
• Crowd control with online ticketingg
• Facebook was used to drive awareness for the ticket booking and to provide customer service
• Pre-registered users were encouraged to connect via Facebook to share their experience
• Within days, the tickets were fully booked.
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Product education
• For further information and full spec sheet, the users were directed to p ,Volkswagen Malaysia’s corporate website
• On-ground the car models were accompanied with a digital specsheet
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R ltResultsVolkswagen. Das Auto. Show 2012
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Results
• Fully booked 15 shows with impressive 90% turnout of online registrants.y p g
• 500,000 page views generated on the campaign site in just 6 weeks
• 146 620 YouTube video views with over 96% positive sentiments generated• 146,620 YouTube video views with over 96% positive sentiments generated for the brand
• Facebook fan base increased to (then) 76,000 Likes which made the Page No.Facebook fan base increased to (then) 76,000 Likes which made the Page No. 3 car brand in Malaysia during this period
• Altogether successful event with a full Volkswagen experience through digital media integration.
• Success for anyone visiting the show and Malaysian online consumers.
Page 29 Petra Schreiber/ Marketing and Communications20.03.2013
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