Instead of giving emphasis to its individual products, Volkswagen (VW) has launched a 360 degree campaign targeting the Indian consumers. The campaign, which gives no particular attention to any of its individual products, aims to promote the mother brand- to be more specific- the umbrella brand name Volkswagen.
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It is the second phase of Volkswagen’s branding in India. The campaign gives emphasis to ‘innovation’ which is one of core values of the brand. (others are 'responsibility' and 'value’. so, the campaign is titled 'Innovations for Everyone', and it targets new age middle class men who fall in the age bracket of 25-44 years.
The campaign will be concentrated in areas where the brand's 47 (14 at the onset on 2009) dealers are located. Volkswagen has also launched an interactive website, as part of this campaign.
Via: Afaqs
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