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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
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
