By Wil Chacon- Miller, Andrea Groch, Jessica Olenik & Nicole White

Volkswagen 2012 Advertising Campaign

Founded on May 28, 1937 in Wolfsburg, Germany.

Largest Auto Maker in Europe

In German Volkswagen means the “people’s car”

Company Background

Increase Market Share by Market Penetration and Development

Increase by 400,000 units by 2013

Ad Agency: Deutsch of Los Angeles

Objectives

“The People’s Car” Appeals Advertising &

examplesSuper BowlSocial Media

Creative Strategy

Tagline appeals to the upper-middle class, families, working individuals, students, targets a wide demographic; “average”.

Cars range from $18-$40,000 MSRP

USP– Volkswagen targets a wide variety of lifestyles.

Endorse practicality and try to establish simplicity and sophistication through their branding

Volkswagen: “The People’s Car”

Humor Identification, SocialWide variety of

lifestyles

Advertising Appeals

Lasting Tradition/ Nostalgia

Appeals to different lifestyles

We Can All Relate to This

Advertising Innovation with Innovation

Advertising Innovation with Innovation

Memorable Advertising

VW Beetle product placement

Sex appeal Shock appealCelebrity endorsement

Britney shows some skin

http://www.youtube.com/watch?v=KzJB3ScpWbg

“The Force”

“The Bark Side”

http://www.youtube.com/watch?v=0-9EYFJ4Clo

“The Dog Strikes Back”

“Hitchhike with a Like”

Sharethrough: 42.5 million total views and 4.6 million social engagements (ESPN)

iTunes App

Social Media Creativity

TelevisionSuper Bowl

RadioAbsolute Radio

NewspaperIndependent Dealerships

Media Mix

Out-of-HomeTime Square Billboard

Direct MarketingE-mail

Internet Marketing

Media Mix cont.

Sales PromotionSign-THEN-Drive

Public RelationsMLS SponsorshipMuseum of Modern Art SponsorshipRed Bull

Media Mix Cont.

Porsche and VW have merging complications due to legal illegalities.

Legal and Ethical Issues

Different models have been poorly made and have led to car malfunctions.

Legal/Ethical Issues

Offensive commercial and model name.

http://youtu.be/Xem26kNukUM

Legal/Ethical Issues

Besides these few advertising issues, VW has generally been commended by the Ethical Consumer Research Association and Calvert Investments Sustainability Performance Review for showing outstanding performance in criterion such as: “workplace practices, human rights, indigenous peoples' rights, governance and ethics, product quality and safety, community relations, and the environment.”

Legal/Ethical Issues