integrated marketing communication campaign polo
TRANSCRIPT
Company Overview“People’s Car”
Employees over a 344,900 employees Headquarter located in Wolfsberg , Germany
Part of Volkswagen Group including
Volkswagen
Polo
The new campaign, ‘Power when you need it’, conceptualised by DDB Mudra, highlights the USP of the car – the 1.5L
TDI engine
Campaign Objective
Strategy
Empower the target marketFocus
Power(As aspirational need)
SEGMENTATION
Targeting
Positoning
CAR PROFESSIONALS
MASS MARKET
BUSINESS COOL
BUSINESS PRACTICAL
SENIOR YOUNG FAMILIES
AGE 30-40 30-45 50+ 25-35
SEX M(F) M(F) M(F) M(F)
INCOME MED-HIGH HIGH LOW MED-HIGH
CAR USAGE HIGH HIGH LOW HIGH
PRODUCT CATEGORYEXPERIENCE
HIGH HIGH LOW MED
PRICE SENSITIVITY LOW HIGH HIGH MED
SEGMENT ATTRACTIVENESS
LOW MED ` LOW HIGH
TARGET MARKET
Young
Urban
Married
Male
One who seeks Power
PERCEPTUAL MAP
High Price
Low Price
Sporty
Conservative
PowerWhen You
Need it
TVCDigital
PR RadioFilm
Created TV commercials with a touch
Only 3 advertisementsFor the Campaign
Of Humour
Television Promotion
PRINT M
EDIA
Out-OfHomeMedia
Promoted the PoloPartnering
With A Movie
Promoting with a Film