Volkswagen's Touareg "Kong" advertising campaign study

Résumé du document

December 2005, one of the most anticipated films of the year has come to the cinemas all around the world. This film is King Kong, produced by Universal Studios. January 2005, Volkswagen, the largest car manufacturer in Europe, had made an alliance with Universal Studios. Thanks to this deal, the car manufacturer got placements in Universal films, TV shows and opportunities for joint marketing and merchandising. Therefore, the car company wanted to support the last Universal Studios film "King Kong". For this event, Volkswagen produced a special car, called Touareg "Kong". With this campaign Volkswagen was tying its first global advertising campaign for a remake of the King Kong film. For this campaign they created TV, print, online and billboard ads for the 2006 Touareg SUV.

Extraits

[...] Consequently, Volkswagen no longer enjoys the image of being one of the best-performing automotive companies in Europe. Opportunities Increasing penetration of diesel vehicles The diesel car sales have increased during the past years thanks to the advancements in diesel engine technology. Volkswagen's is very dedicated to diesel engine development, that is likely to ensure that its market share does not get worse when every customer will want to have diesel version of cars. With diesel car sales predicted to increase in the near future, this shows a significant opportunity for Volkswagen. [...]

[...] Money This campaign was sponsored by Universal Studios and Volkswagen. The overall Touareg campaign cost was approximately £45million, mainly because of the use of Universal Studio team to make the TV spot. Minutes Volkswagen started its Touareg promotion in June with an exclusive online presentation of the first King Kong film trailer hours before it turned up on Universal's site. This happened on June 27. The car promotion continued with the Touareg stand at the International Auto Show in Frankfurt, in September 2005. [...]

[...] Geodemographics The people, the campaigns aims, generally live in suburban areas, rural communities or family areas near big towns where they work. Psychodemographics These people usually work a lot and they have no real time to go to cinemas, but as King Kong is a big production and an old film, they are aware of it. They read management publications (in which the ads appeared) and they are interested in culture. They also go on the countryside and love driving off-road. Moreover, they love big luxury cars like sedans or 4x4. [...]

[...] Volkswagen's Touareg advertising campaign study December 2005, one of the most anticipated films of the year has come in the cinemas all around the world. This film is King Kong, produced by Universal Studios. January 2005, Volkswagen, the largest car manufacturer in Europe, has made an alliance with Universal Studios. Thanks to this deal, the car manufacturer gets placements in Universal films, TV shows and opportunities for joint marketing and merchandising. Therefore, the car company wanted to support the last Universal Studios film “King Kong”. [...]

[...] During this event Volkswagen provided themed Touareg Kong for chauffeur service. That partnership continued worldwide in Berlin, London, Paris, Tokyo and finally Wellington on December 14. The campaign still runs on the Internet and you can still see some printed campaigns in management magazines Control Thanks to the trailer on the website in June, the traffic on the website has truly increased; therefore people were more aware of the Touareg car. Since the launch of the campaign, Volkswagen's dealers have seen their number of clients' visit increase in November and December. [...]