Volkswagen Passat B6 (Zingy) | MMA Global

Volkswagen Passat B6 (Zingy)

April 16, 2006


 

Brand:

Volkswagen
Product:
Passat B6
Company:
Zingy

Goals
- Raise awareness of the 2006 Passat B6
- Showcase the 'not-so-standard' B6 features in an equally 'not-so-standard' way
- Reach 18-34 year old lifestyle enthusiasts by aligning with relevant and useful entertainment content

Solution
Volkswagen launched a cross-platform mobile campaign with Zingy. Ads featuring images of the Passat B6 appeared across Zingy's network of WAP sites, including Vindigo Restaurants and Vindigo Movies, and appeared throughout the Vindigo City Guide on PDAs. Both programs reached educated consumers, particularly influential adults in their 20s and 30s. Consumers were able to click to learn about the B6 and could also opt-in for additional information, such as test drive details and dealer locations. Zingy sent those emails out on Volkswagen's behalf to all who requested them.

Results
Response rates were significantly higher than online averages, with a click rate of over 3%.

According to Rachel Benore, New Media & Interactive Marketing Integrator at Volkswagen of America, "Our customers get technology and use it as a natural extension of their lives, we wanted to help them 'meet the 2006 Passat' on their terms. We love the rapid development of mobile technology and have invested a lot to get our customers' attention in this space. Since the Passat is not-so-standard, our ad placements are also not-so-standard."

Beyond Interactive, Volkswagen's interactive agency of record, creates novel campaigns to enable Volkswagen to reach their target consumer. According to Rory O'Connor, Beyond Interactive's vice president, "We're always looking for new distribution methods to reach Volkswagen's customers. Advertising the Passat's innovative features to Zingy's audience was a strong placement." <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />