Volkswagen. Das Auto.

Show 2012 Case study Today Todays s Digital Marketing

20th March , 2013

Malaysian consumer in the digital world

20 Million M ll
internet users

>137%
mobile p penetration

25 million
internet users by 2015

89%
Smartphone penetration

Social Media reaches 91% of Malaysian Internet users

Sources: ADMA 2012, ComScore2012 Page 2 20.03.2013 Petra Schreiber/ Marketing and Communications

V lk Volkswagen. Das D Auto. A t Show Sh

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The history of Das Auto. Show.

Das Auto. Show 2011 was Volkswagen Malaysias first public brand show
and d one of f the h largest l single l brand b d motor show h in M Malaysia l The event showcased Volkswagens brand heritage and complete product line p lineup
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Impression- Das Auto. Show. 2011

Th A The Approach hf for 2012

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Moving forward
In 2012, , the event was held in conjunction j withThe Beetle launch. Beetle has a strong heritage tied to the history of the Volkswagen brand as a whole The 2012 Show had pre-defined capacity per session/ show People were excited about the upcoming Beetle launch, thus this excitement was important to harness The audience were active on social media, and popularity of YouTube personalities was on the rise

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The conceptual thought

The focus was on The Beetle as a conversation catalyst. y The campaign theme The Icon Is Back communicated the return of iconic car at the Das Auto. Show 2012. The public's curiosity was piqued from create conversations around The Icon was.

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360 Campaign C i
Activity across various channels

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Pre-launch phase
DIGITAL ADS OUTDOOR

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Key visual

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Launch phase
DIGITAL ADS & TVC OUTDOOR

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Launch event impression

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Post-Launch phase
DIGITAL ADS & TVC OUTDOOR

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Di it l f Digital focus
Volkswagen. Das Auto. Show 2012

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Petra Schreiber/ Marketing and Communications

Digital trends

RISE OF MOBILE & TABLETS

SOCIAL MEDIA AS CENTRE OF ACTIVTY

EXPERIENTIAL MARKETING
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DIGITAL INTEGRATION
Petra Schreiber/ Marketing and Communications

Integration
Malaysian y consumers are online and active on social media Digital integration as a key to success with Das Auto. Show 2012. Owned digital channels and social media engaged audience throughout the campaign The on-ground on ground activities were also connected to social media to encourage conversations

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Execution
PRE-LAUNCH LAUNCH POST-LAUNCH

Microsite & Das Auto Ticket booking Das Auto Micro-site Page Beetle Micro-site Page

Beetle Teaser Video

Launch of Volkswagen Youtube channel

Beetle Stories Contest

FACEBOOK UPDATES AND LIVE FEED OF EVENT

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E ti Emotional l connection ti
Volkswagen. Das Auto. Show 2012

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Creating emotional connection online

The Icons strong g emotional connection was used to inspire p and engage g g the audience from the beginning of the campaign all the way to the sustenance phase

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Teaser videos
The heritage g value of the Beetle was brought g to online audience through g series of Teaser videos The videos were released as a series with weekly updates leading to the launch of the Beetle

Pic

Pic

Pic

Pic

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Beetle Stories
There are thousands of stories revolving g around the Beetle and the owners Local Beetle owners stories were used as inspiration for Beetle Stories contest encouraging public to submit their stories on the campaign site

Video
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Emotional touchpoints at the Das Auto. Show

Emotional connection through g a launch show and fun on-ground g activities A Beetle Booth custom portraits Event photos shared through QR wristbands Photos archived on the campaign site for future downloads

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M ti consumers Meeting digital di it l expecations ti

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Digital execution online and on-ground

Online ticket booking g through g optimized p site eDMs with unique code sent to registrants Upon arrival at the event, event users redeemed QR wristbands from kiosk The QR wristbands allowed users to share their experience on Facebook

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Ticketing
Crowd control with online ticketing g Facebook was used to drive awareness for the ticket booking and to provide customer service Pre-registered users were encouraged to connect via Facebook to share their experience Within days, the tickets were fully booked.

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Product education
For further information and full spec p sheet, , the users were directed to Volkswagen Malaysias corporate website On-ground the car models were accompanied with a digital specsheet

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R Results lt
Volkswagen. Das Auto. Show 2012

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Results
Fully y booked 15 shows with impressive p 90% turnout of online registrants. g 500,000 page views generated on the campaign site in just 6 weeks 146,620 146 620 YouTube video views with over 96% positive sentiments generated for the brand Facebook fan base increased to (then) 76,000 Likes which made the Page No. 3 car brand in Malaysia during this period Altogether successful event with a full Volkswagen experience through digital media integration. Success for anyone visiting the show and Malaysian online consumers.

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Thank You

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Petra Schreiber/ Marketing and Communications