Volkswagen Beetle Media Plan

ADV 846 Qiang Zhang

Why Beetle?

Marketplace Situation & Challenge

Economic situation

U.S. VW Brand Sale Development 2010-2011

Economic situation

World car markets and VW Group deliveries to customers

January to December 2010 vs 2011

Competition —— BMW Mini Cooper

Iconic compact sport cars

Almost all the media channels are under the protection of its parent brand Volkswagen

Exclusive media channels

“Why Beetle?” — VW Beetle Campaign

Target audience

• Original consumers & Beetle fans who have owned one or more

• First-time car buyers who barely have memory about history of this iconic figure in the American history, in both automobile and culture fields.

Target Audience & Objective

Target Audience & Objective

Objectives

• Distinguish VW Beetle from VW product line, makes it more unique, more exclusive

• Promote new social mobile app download and establish a long-term social platform

• Seamlessly integrate online to offline media touch points in order to drive sale

Creative strategy——“Why Beetle?”

Please tell us “Why Beetle?” by sharing your memories in the past, stories on the road, dreams in the future with Volkswagen Beetle.

Big idea —— Timeline & Map

Opportunities and Feasibilities

• The 70th birthday of VW Beetle• The Launch of new mobile app — “Smileage”• The traditions of VW

Creative strategy——“Why Beetle?”

Creative strategy——“Why Beetle?”

First social mobile app: “Smileage”

Media Choice & Schedule

Country where campaign will run: USA

Dates campaign started/ended: October 2013 – March 2014

1. October 2013 – January 2014

“Why Beetle” Official Website — Share your “yesterday” memory about VW Beetle “Smileage” Mobile App — Share your “today” trip with VW BeetleIn-store screen — Share your “tomorrow” dream related to VW Beetle

2. January 2014 – February 2014 ： Super Bowl commercial & Trailers

3. February 2014-- March 2014 ： Full-length stories of the 7 winners

Media Choice & Schedule

Country where campaign will run: USA

Dates campaign started/ended: October 2013 – March 2014

1. October 2013 – January 2014

“Why Beetle” Official Website — Share your “yesterday” memory about VW Beetle “Smileage” Mobile App — Share your “today” trip with VW BeetleIn-store billboard — Share your “tomorrow” dream related to VW Beetle

2. January 2014 – February 2014 ： Super Bowl commercial & Trailers

3. February 2014-- March 2014 ： Full-length stories of the 7 winners

Media Budget & Evaluations

• The online traffic of “Why Beetle” and related VW website

• The download times, rankings, and rating changes of

“Smileage”

• The in store traffic and sale of VW Beetle

• The earned media

The End