3.5.2019. At the Start of the Pre-Booking of its new fully-electric ID. in Europe on the 8. May Volkswagen has a wide international marketing campaign to E-mobility. It is specifically on the ID. designed and starts over a year before its market launch.
Usually campaigns start on a large scale, first-to-market. This time, more than 600 individual communication items were created to play out on the different channels. The largest block, and the roof of the campaign, the “eManifesto: ID. Volkswagen, just electric,“ the DFB Cup final on may 25. May in Berlin for the first time, and the German capital is more than 50 percent of the advertising space “electrify” will be shown.
Other parts of the campaign are “Influencers” – the so-called “Barrier”, “Teaser”- and the product-film. As the centerpiece of Booking ID’s for the Pre -. Hub under www.volkswagen.de/id as a Central Pool of information on the subject of electric mobility live. The campaign culminated in the world premiere of the ID. at the IAA in Frankfurt. The Media Budget for the campaign in Europe amounts to a medium two-digit million amount.
“For such a profound change, Volkswagen is currently in the direction of E-mobility, we need a new approach to Marketing”, explains Jochen Sengpiehl, Chief Marketing Officer for the Volkswagen brand. “That’s why we ride for our ID. not a conventional-to-market strategy. We start much earlier and not just talk about the product. It is also about the communication of a new movement: Volkswagen makes electric mobility to the masses. The Slogan of the campaign, the signal: Now you can.“
The campaign was developed by the new Volkswagen’s Lead Agency for Europe, Voltage,. Is coordinated centrally by Volkswagen in the so-called ID. Launch House, agile, and highly integrated working model, with its headquarters in Berlin. The brand works together with its Lead agencies, selected Media and Tech companies, as well as for Volkswagen’s most important E-markets in Europe. These are in addition to the Scandinavian countries such as Norway and Sweden, in particular Germany, the UK, France, Austria, Spain, the Netherlands and Denmark. For these markets, with especially strong growth is forecast to vehicles. Volkswagen, therefore, it is a particularly large potential for the ID.
The total campaign consists of a total of five sub-campaigns. The largest block, and the roof of the campaign, the eManifesto “ID. Volkswagen Just Electric“ in the framework of the partnership of Volkswagen, with the German football Association to the final game of the DFB Cup in 2019, at 25. May, with the TV broadcast starts. With the eManifesto the brand wants to create in the General Public attention for their way to become the leading provider of E-mobility and their full electrical ID. Family advertise. The Media Mix will focus mainly on TV. Additional channels will be showing poster advertising (OOH), Digital, Print and cinema. The eManifesto will come in eight EU countries. (Germany, Italy, France, Spain, UK, Sweden, Poland and Ireland).
The communication launched a few weeks ago “Influencer”-movies, as. unanimous Videos in which Influencers are talking about sustainability issues in your life, and this with the E-mobility at Volkswagen, associate. The four episodes run exclusively on Social Media channels. So there are three product-Teaser currently-to see movies in a maximum of 15 seconds, the smart light, the headlights and the Silhouette of the ID. address, and on the upcoming Pre-Booking for the ID. .
In Parallel to the Pre-Booking, the so-called “Barrier”film at the Start: go to beginning of may, as a further part of the campaign, Five in number, up to 30 seconds long and solely for use in the social and digital media. You will encounter the usual prejudices against E-mobility, such as the price, the load times, or range, and show that E-mobility is now ready for the change from the niche in the width. The campaign is complemented by a seven-part series of product films that starts at the same time and to the IAA, step-by-step information on the ID. and the voltage increase.
In contrast to the roof, communicating with the eManifesto Volkswagen wants to appeal to the other four Parts of the campaign, especially the so-called “Early Adopters”, people, and especially families, who value sustainability and issues such as self-power supply to deal with and think about to buy an E-car. The four sub-campaigns to be used in Europe.
All contents of the overall campaign run centrally on the ID. Hub – a new Content platform, the to the Start of the ID. Pre-Booking goes live. “Can I get an electric shock if I load an E-car in the rain?” or “How difficult is it to install a charging box home with me?” Questions like these and many more of the ID to be answered. Hub, the Volkswagen at the address www.volkswagen.de/id in the Format of an Online magazine, and the to all questions around the topic of E-mobility informed. ID. Hub is going to be included in the new global Volkswagen Website, which will be strongly data-driven, and by a high degree of personalization and responsive Design.
Volkswagen ID. BUGGY (photo: Volkswagen AG)
