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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

Sources: ADMA 2012, ComScore2012

Petra Schreiber/ Marketing and Communications20.03.2013

V lk D A t ShVolkswagen. Das Auto. Show


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

lineup


Impression- Das Auto. Show. 2011

Th A h f 2012The Approach for 2012


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


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.


360 C i360 CampaignActivity across various channels


Pre-launch phase

DIGITAL ADS OUTDOOR


Key visual


Launch phase

DIGITAL ADS & TVC OUTDOOR


Launch event impression


Post-Launch phase

DIGITAL ADS & TVC OUTDOOR


Di it l fDigital focusVolkswagen. Das Auto. Show 2012


Digital trends

RISE OF MOBILE & TABLETSSOCIAL MEDIA AS CENTRE OF ACTIVTY

EXPERIENTIAL MARKETING DIGITAL INTEGRATION

EXPERIENTIAL MARKETING DIGITAL INTEGRATION


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


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


E ti l tiEmotional connectionVolkswagen. Das Auto. Show 2012


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


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


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


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


M ti ’ di it l tiMeeting consumers’ digital expecations


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


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.


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


R ltResultsVolkswagen. Das Auto. Show 2012


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.


Thank You


d1s1 - petra schreiber volkswagen

Documents

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digital world20

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owned digital channels

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launch event impressionpage

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