Volkswagen's "Driver's Wanted" ad campaign Case Study

Question: What do the Drivers hopeed causal agent so made? What did the bleed try to incite the consumer to do? What measures prove that the charge was successful? What did it do to the consumers knowledge of the brand? Looking back, Volkswagens decision to dislodge advertize agencies--from DDB Needham to Arnold Communications (AC)--was a critical step in the companys regaining bid. After all, AC was the one who came up with the Drivers cherished urge. As express in the lineament study, after AC win the Volkswagen account, they did some in-depth research on consumer and dealer perceptions of Volkswagen. They discovered that--Volkswagen consumers be younger, middling more(prenominal) affluent, and more educated than the average elevator car vendee; Volkswagen owners argon fictive/confident/adventurous individuals who know a more dynamic role in driving force; and Volkswagen was perceive as its namesake, the peoples car. another(prenominal) important information was withal interpreted into consideration, including--the rational pull in of Volkswagen was that it was the only brand that offered German engine room at an affordable price. The activated hit of Volkswagen was that it represented a diametrical way of driving (more pull to the path) and living (more connected to the world). With this information, AC began to craft an ad campaign that played to these strengths (consumer influences).

The Drivers Wanted campaign was successful because its message--which was based on ACs in-depth research--clearly targeted the previously mentioned subdivision and took advan taile of how these consumers both(prenominal) thought and felt around the Volkswagen brand. The tag line On the road of life on that point atomic number 18 passengers and in that location are drivers. Drivers wanted. aptly captured the rational and emotional animation Volkswagen wanted to stupefy to its consumers. From an emotional standpoint, the line On the road of life there are passengers and there are drivers motivates consumers on two levels: (1)... If you want to get a rise essay, exhibition it on our website: Orderessay

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