VW Bulli Bus
Target Audience
Bold Driven
Confident
Social
Stands out
Trail blazer
The “Hot Mamas”
EnergeBc
Busy
Involved
Playful Trendy
Family oriented
Independent
Responsible
Loyal
Loving
Community Centered
Insights
The mom every woman wants to be.
When I grow up, I’ll let my kids eat candy all day!
Strategy
AdverBsing will tell the Hot Mamas that the VW Bulli Bus will bring out their inner BOLD.
ObjecBves
• News coverage • Create awareness • Buzz • Word of mouth • Engagement with social media • Build a Bulli Bus community • Inspire the target audience
Community
CreaBve Ideas and ExecuBons
#momsgonewild Launch
• New York City • Boston • Chicago
• Atlanta • San Francisco • Dallas
Outdoor
• In locaBons that busy moms frequent – Grocery stores – Gyms – Public parks or playgrounds
• ExperienBal • Non‐tradiBonal • Goal: High levels of engagement
Outdoor Example: Shopping Cart
Side View Aerial View Front View
App
P.S. Freya is the Norse Goddess and Warrior Queen of Love, FerBlity, Sexual Desire
CollaboraBve “Show Us Your Bold” Contest
Step 1: Submit AudiBon Video
Step 2: Vote for your Favorite
Step 3: Road Trip
Step 4: Follow and Support your Team
Step 5:
Sample “Show Us Your Bold” AudiBon Video
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