VW Gains Interactivity and Affinity with Their Chinese Brand Friends in Strategic Locations (Puca Mobile)

Application Type: Mobile Applied in Event Marketing
Title: VW gains interactivity and affinity with their Chinese brand friends in strategic locations with the aid of Bluetooth
 
Brand: Volkswagen
Agency: Puca Mobile (China)
 
Author: Jimmy Poon
Date: 29/07/2008
 
GOAL / OBJECTIVE:
 
China is a vast market and it has always been a challenge to target those who are friends of specific brands. The objective of this exercise was to find a way to interact with VW’s friends in China, and capture their contact information for VW to follow up.
 
SOLUTION:
 
Puca China identified 2 key strategic touch points where VW’s brand friends frequent; the VW’s flagship auto showroom in Beijing, as well as the Beijing Auto Show.
 
Puca put in place a Bluetooth broadcast network at the Beijing Auto Show, allowing those who have an interest in VW’s automobile to download a java car catalogue. After the event, Puca moved this system as a permanent installation to their flagship showroom in the nation’s capital. Users’ mobile numbers were collected as part of the download process, and passed onto VW for following up.
 
RESULT:
 
15,000 downloads during the week long week; and on site at the flagship showroom, it averages 8,000 downloads per month in addition.