Challenge: After two years of operation in India, the slowdown was starting to affect the sales. In March 2009 ( traditionally peak auto sales period ) they had set a milestone of selling 300 cars in a month, for themselves and us.
Drivers Wanted: Car sales in India see a dramatic rise in March because businesspeople buy assets to enjoy the benefit of depreciation.
The Crossroads: Well, Volkswagen has so much more to offer than just depreciation. So how do you appeal to an audience seeking only depreciation?
By planting in their minds the thought that “Depreciation is just half the story”!
Driving Home: A week later, we revealed the full story. With Print, Outdoor, Direct Mail, Radio,Online and Television Communication, we explained when you buy a Volkswagen, you enjoy depreciation for now and appreciation for ever.
Volkswagen Half Car TVC:
Volkswagen Half Car Radio:
Direct Mailer: We sent our audience half a miniature car with the message “Depreciation is just half the story” and the explanation that, with Volkswagen, you enjoy “Depreciation for now. Appreciation for ever.”
But we didn’t want it to stop at that. Our idea was to ask people to take their half toy car to the nearest dealer’s. If their half matches the half toy car at our dealer’s, they get a brand new car, absolutely free! Unfortunately, the client backed out halfway on that one.
Web Banner:
Finishing Line: Since the campaign first broke, dealers registered footfalls amounting to over 60,000. The campaign helped generate 7000+ leads. Volkswagen sold more than 350 cars before the month was out, and the numbers keep getting better.
And that is the full story.
