Case Study _Volkswagen, Airport Activation

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BUSINESS CASE

The launch of the new POLO in the Indian market was an important milestone in expanding

the Volkswagen brand in India. It was essential for the Brand to create a direct connect with

the target audience. Volkswagen’s objective was to create awareness about the new

hatchback Polo at a low cost to the target audience on the move. The intent was to enable

users carry with them a great experience of the hatchback and also desired to dramatize

the USPs of the car using innovations that stand out from the clutter.

SOLUTION

Leading airports in India - Mumbai, Delhi, Chennai, Hyderabad and Bangalore were BluFi

enabled. People were educated to TURN ON their mobile Bluetooth or Wi-Fi through visual

displays to get relevant information about the hatch. The content was customized for each

handset ensuring maximum brand impact.

Target audience could access an exclusive mobile application that had all details like design,

technical specifications, dealer locations, and options to book test drives etc.

RESULTS & HIGHLIGHTS

Over 50,000 engagements were achieved in just a month

Information was delivered in the form of rich media content at zero cost to the

target audience

The rich content provided enabling clutter free brand communication to the

passengers waiting at the lounges

This activity enabled Volkswagen Polo achieve a greater impact and ROI on airport

medium that they would have used. Bundling the mobile element through BluFi

helped them achieve far greater returns. Similar solutions were used for subsequent

launches and sustenance campaigns