The brand new concept will answer all questions from buyers on YouTube
BestMediaInfo Bureau | Delhi | July 18, 2012
Volkswagen, Europeâs leading automobile manufacturer has launched the all new Jetta TSI campaign with a brand new concept on the world leading video sharing website - YouTube. Breaking away from the clutter, Volkswagen has decided to convince the buyers by answering all their queries about the new Jetta TSI with smartly shot videos before booking their real test drive. To bring the concept to life, Volkswagen worked closely with the YouTube team to create a custom channel to launch the new Jetta TSI with a digital campaign which integrates the prowess of YouTube and harnesses the interactive nature of the web.
Volkswagen has created a custom channel www.jettatsi.com on YouTube titled - 'The YouTube Test Drive', a campaign which invites users to post any query they have on the Jetta TSI directly on YouTube and receive a video response to their questions.
Commenting on the initiative, Lutz Kothe, head, marketing and PR, Volkswagen Passenger Cars, says, "Like always, we wanted to break the conventional ways of telling consumers about the Jetta TSI and this time we went further and also integrated direct response from customers as well. We look forward to some great responses."
The campaign was conceptualised and executed by Grey Digital. Commenting on the campaign, Sudhir Nair, Sr. Vice President & Head of Grey Digital said âConsumers invariably go through the details of a car and ask for a test drive. We used some of these cases from our personal experiences and others around and came up with the idea of a virtual test drive. The way the story is told and the features are highlighted; we know Â it will create a lot of walk-ins to the Volkswagen showrooms.â
Commenting on the campaign, Praveen Sharma head of media sales Google India said, âOur recent study to understand the Indian car buyers behavior revealed that 50% of car buyers research online through the purchase cycle before arriving at the final decision. And this new campaign by Volkswagen feeds into this need for information by answering buyersâ queries in a fun and interactive manner with the product at the centre. The early response has been very encouraging with over 3 lakh views already.â