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Case Study: Volkswagen Brand Positioning



Background

In this marketplace, car launches followed the typical PR approach: a social event at a car dealership or at a social venue with press and key guests of the industry, where the car was not an interactive part of the event.

Challenge

To establish the VW portfolio expansion through a public relations-branding campaign to help current consumer base evolve from one VW vehicle to another.

Strategy

Take the vehicle directly to the public via high-publicity special events with participation of brand loyalists, such as:

„Ï ¡§Surfers Wanted¡¨ Golf Caravan ¡V this event was both the launch of the local website and of the new Golf model. It consisted of a tour to all the beaches in Puerto Rico, where the new Golf was displayed with a unique surfer look. People at the beach were able to subscribe to a raffle through the new website.
„Ï Beetle Caravan ¡V Old Beetle owners participated in a caravan to......

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Approximate Word Count: 263
Approximate Pages: 2 (250 words per double-spaced page)

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