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The New Beetle

Case Study: Volkswagen Brand Positioning



Background

In this marketplace, car launches followed the typical PR approach: a social event at a car dealership or at a social venue with press and key guests of the industry, where the car was not an interactive part of the event.

Challenge

To establish the VW portfolio expansion through a public relations-branding campaign to help current consumer base evolve from one VW vehicle to another.

Strategy

Take the vehicle directly to the public via high-publicity special events with participation of brand loyalists, such as:

„Ï ¡§Surfers Wanted¡¨ Golf Caravan ¡V this event was both the launch of the local website and of the new Golf model. It consisted of a tour to all the beaches in Puerto Rico, where the new Golf was displayed with a unique surfer look. People at the beach were able to subscribe to a raffle through the new website.
„Ï Beetle Caravan ¡V Old Beetle owners participated in a caravan to welcome the new Beetle. The new model led the caravan in a tour all around the San Juan Metro Area.
„Ï Touareg Launch ¡V the open-field location of this launch event offered prospects the opportunity to experience the versatility of VW¡¦s new SUV by allowing prospects to test the vehicle by actually driving it over different terrain conditions, from rough steep hills to a paved road.

Results

„Ï Generated press coverage showing diversity of VW product line

„Ï VW generates consistent press coverage in all major newspapers with a storyline about the distinctiveness of its products

„Ï Portrayed to consumers that VW was the car company that evolved to meet their vehicle needs