Cross Media Study: Volkswagen Group Singapore

SPH brings you another award winning cross-media campaign that recently won a GOLD Award in the “SPH is ON Campaign” category of the SPH iink Awards in August 2012. For the first time, SPH went beyond print to honour the best work across SPH integrated media platforms with Digital, Radio and Out-of-Home activations.  12 entries were submitted for the “SPH is ON Campaign” category, and Volkswagen’s “Happy New Year” Integrated Campaign drove away with top honours for its brilliant execution on Print, Online, Mobile and Augmented Reality that made it stand out above all the other submissions.  

THE CAMPAIGN
Volkswagen Happy New Year Integrated Campaign

THE CHALLENGE 
With the concerned outlook for the new year, topical discussions have been around happiness index. Volkswagen took the opportunity to ride on the topic and showcase how with great deals, Volkswagen can drive up the happiness index for those looking for a great car buy.

THE TARGET AUDIENCE
People 25+, Personal Income SGD $4,001+ 

THE OBJECTIVE/MESSAG
To drive traffic to the showroom, generate sales for the full range of Volkswagen cars, increase “Happiness Index” and create user  engagement.

THE MEDIA/CREATIVE STRATEGY
On Print - To create mass awareness, high-reached titles were selected, with launch ads consisting of a 4pp cover wrap in The Straits Times and 2pp cover wrap in Lianhe Zaobao on 1 Jan 2012. This was sustained with FPFC ads in The Straits Times to continuously remind the target audience of the promotions.

On Line - Similar cover page execution, together with AsiaOne’s Homepage takeover ads on New Year’s Day.  It also included user engagement elements to heighten their happiness index and sustained with mobile banners and ROS display ads.

On Mobile - The VW App allowed VW to execute Singapore’s first AR Print Ad. With the app, readers can interact with the AR vehicles and access a mini showroom via their iOS devices

THE RESULTS
Press – The cover wraps in ST and LHZB recorded tremendous success and good publicity.  It was cleverly positioned as the first advertisement (printed on special wood-free paper) of the new year as it appeared on the front cover of the papers.

Digital – Users enjoyed interacting with the impactful creative Homepage takeover format in AsiaOne.

 

An Award Winning Cross-media Campaign:  Print - Online - Mobile