Presented by-

Adonny Reyes
Volkswagen Group and its subsidiaries, is a
German multinational automotive
manufacturing company headquartered in
Lower Saxony, Wolfsburg,, Germany

CEO : Martin Winterkorn

Founder : German labour front
Founded: May 26, 1936 in Germany
 VW Indias Marketing strategies
Worlds first talking newspaper
Volkswagen took advertising to a new level
with an innovative audio advertisement in
newspaper.
On Tuesday September 21, 2010 as readers
opened the newspaper a lightsensitive chip
attached to the page announced the arrival of
a perfectly engineered car the Vento.
25 lakh readers of The Times of India and
The Hindu were taken by surprise.
It cost VW 5 crore rupees.
Social media

VW Indias FB fan page has more than 17

million likes and Twitter page has more than
43,703 followers.
Official YouTube channel for VW has 57
million subscribers worldwide. Broadcast
numerous videos for promotion and brand
awareness.
Campaign Objectives

To increase awareness of the VW brand as a mass premium player in India

To maintain consistency & yet establish uniqueness across the different

brand launches VW had planned for the various segments over the year

To drive VWs core brand identity that globally stood for pioneering in
innovation
 Dont MAKE UP and DRIVE
A makeup tutorial that puts a human
face on hazardous driving.
Launch Date
April 5,
2012
 Situation Analysis

This is a danger that Volkswagen wanted to

bring to light.
Based on this insight, They wanted to educate
women drivers on the unknown hazards of
applying makeup while driving.
The whole experience is extremely jarring
and shocking.

They simulated this sensation in a video.

With the intention of opening our audience's

eyes to a very plausible reality.
 Objective

The objective was to reach as many women

around the world as possible.
 Strategy

In order to capture their attention.

They placed the message exactly where theyd visit to

learn about makeup.

Haul channels, the latest viral trend among women.

These haul videos consist of ordinary girls who buy
cosmetic and then show off their haul in a video via
a makeup tutorial.

They worked with Nikkie, a famous haul-girl with over

170,000 subscribers and 25 million views, to
broadcast our message.

They uploaded the video solely to Nikkies YouTube

channel and it has since proliferated to other major
social networks.
 Results

Without seeding a single cent of media spend .

The video accumulated over 1.2 millions views .

8400 likes , thousands of retweets.

Massive amount of blog coverage with in two weeks of

going live .
A multitude of comments demonstrate that the video
has transcended the level .

That the average surprising viral amounts

Truly sparked a conversation about whether life is

worth risking even for the most beautiful makeup.