Volkswagen India ad campaigns and Lucky 13 contest
For auto manufacturers festive seasons are times when they heave a sigh of relief as they brood on number of cars that are being delivered on a daily basis. However, once all these are over, car manufacturers have a tough time attracting customers to purchase vehicles. In order to boost sales during such dry periods, auto manufacturers usually come up with innovative offers, and that’s why the past month long period starting on 13th January 2013- ending on 13th February 2013 saw the Volkswagen Lucky 13 campaign advertised noticeably. From print, to online media, streets, and bus stops, it is all about that lucky 13th minute of each hour when it comes to booking a VW Polo or Vento sedan.
Exclusive to Volkswagen India, Lucky 13 contest is open for all individuals aged 18 years who are Indian residents, and excludes employees of Volkswagen Group Companies, Authorised Dealer staff, contracting partners, and their family members. The free contest and is valid on purchase of Volkswagen Polo and Vento variants. Participation is limited to those who book a test drive online or at any Volkswagen Authorised Dealerships and purchase the car during the validity period. This apart, those booking the car are required to answer 3 multiple choice questions, and a winner will be selected through a luck draw.
Volkswagen has made use of innovative and interesting promotional campaigns to drive home sales of models during such periods. Some of its notable campaigns are its ‘Post It’, Anything4Jetta, JettaTSI on YouTube and Planet Volkswagen, Think Blue. Back in 2012, Volkswagen India greeted The Hindu, Times of India and Hindustan Times readers to a resonating morning. As the sun rose on a chill, rainy September 11th morning, readers of The Hindu and Hindustan Times were woken up from their stupor with vibrations and shivers of a different kind. Volkswagen was the reason behind these shivers as readers could feel and hear the Shiver of Excitement come out of the pages of their favorite morning newspaper.
The visual with the words “Feel the Shiver of Excitement” on the front page was part of Volkswagen’s idea to draw greater attention to their Vento and Polo. The vibrations were thanks to buzzing chip that were attached to the last page which when opened buzzed and vibrated audibly and visually so that readers could experience the thrill of these two models. Vibrations could only be stopped when the paper was shut. The idea behind this was to draw attention to the new features which have been added to both Vento and Polo.
This innovation was seen in Times of India, Delhi, Pune, Mumbai and Bengaluru edition besides the Hindustan Times in Delhi and The Hindu in Chennai. A total of 22.9 lakh newspapers carried this innovative advertisement campaign. With these newspapers covering a major portion of readers across the country the company has been able to reach their target of viewership. These chips were sourced from China and took three months to procure and an entire week to insert in the newspapers. While, that ad campaign didn’t go down too well with everyone, things were made worse when a VW rep on Twitter made a nasty comment. Of course, the newspaper ad campaign, the year earlier with an audio, did make many take notice.