CREATING AN INNOVATIVE IMAGE

Volkswagen Passsat Mapping

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

Play

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

Volkswagen Passat outdoor

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

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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