CREATING AN INNOVATIVE IMAGE
STARTING POINT
PRODUCT
New Volkswagen Passat
TARGET
Creating the image of the new Passat as the most innovative car in the class
COMPETITION
The area of innovativeness communicatively appropriated by the competititors
KPIs
Increase of brand image indicators
STRATEGIC CONCEPT
IMAGE
Non-standard activities emphasizing the message about innovation:
VW Passat Show with mapping 3D
REACH
Strong mass communication: television, magazines, OOH, Internet
ESCAPING THE ADVERTISING CLUTTER
Radio contest
MEDIA IMPLEMENTATION
MAPPING 3D: VW Passat Show
AMBIENT:
Shows in shopping centers based on a three-dimensional projection carried out on the car and in its surroundings, thanks to which illusions arose – from realistic car movement, through changing the environment, to building or disappearing objects
CREATING IMAGE: Visible formats
INTERNET:
Context targeting to the theme of lifestyle, travel, business, society.
The use of mobile channels
PRESS:
Large, image formats
REACH: Must have in image building
TELEVISON:
Spot campaign
OUTDOOR:
Strengthening reach in agglomerations through large, image formats
CONTEST: Escaping the advertising clutter
Radio competition “Test Innovations” realized on the air and in cooperation with the strongest station in the target group – Radio Zet. The participants of the competition were faced with the difficult task of inventing interesting innovations that they would see in the new VW Passat
RESULT
IMAGE
A clear increase in brand image indicators (especially those regarding innovations of Passat)
INTEREST
The VW Passat Show attracted over 80 000 people during 12 days of the show and in the radio contest almost 2 thousand applications were registered
Creative agency: Just
Animation and mapping: Moov
Music and sound: Radlab