Agency Proposal
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AGENCY PROPOSAL
Target Group
Our target group will be people younger than 30 years, high school/college students or new graduates living mainly in the coastline states, mostly members of the Generation Y who put a great deal of importance on individualism and like to stand out from the crowd, being the center of attention.
The reason to choose this target group is because
Beetle=youth car
Design kept – appealing to younger people
Mini Cooper
Objectives
The objectives of this campaign is to inform the target audience to increase the brand awareness of the new beetle model in particular and the VW brand in general, improve the brand attitude of the target audience towards the new beetle thus increasing the purchase intention, eventually increasing the market share of the product.
“Creating fans” following
Individualistic, comfort, driving satisfaction, fahrvergnügen
Promotion Strategy
Before the media selection and promotion strategy, one has to understand that Generation Y members are a distinct group of “individuals” who have been exposed to all types of advertisement since their births. Also social media and internet are an irreplaceable component of their daily lives, so traditional channels integrated with social media and internet would be an appropriate promotion strategy to reach this target group.
Consumer side:
A comprehensive product website with product model simulator and customizer, direct order option, e-surveys, visitor relationship management, e-pressroom,
TV / magazine advertisements
Bluecasting on billboards
Viral marketing
Search engine marketing –
Use of contact networks and virtual communities (Facebook, twitter etc.)
A roadshow of beetle cars across the USA, on campus product displays (Beetleday)
Cobranded promotions (Snowboarding, climbing)
Dealer side:
Dealer incentives for new beetle sales
Dealership advertisements
Unique Selling Proposition of the Campaign
The main message that the marketing communications campaign