Volkswagen powers up for a YouTube drive
Volkswagen has created 'The YouTube Test Drive' campaign that invites users to post any query they have on the Jetta TSI (Twincharger Stratification Injection) directly on YouTube and receive a video response to their questions. The smartly shot videos are set to hook in customers, who would have their queries addressed before booking a real test drive.
According to Mr Lutz Kothe, Head of Marketing, Volkswagen passenger cars, "Like always, we wanted to break the conventional mode of telling consumers about the Jetta TSI. This time we went further and also integrated a direct response from customers."'To bring the campaign to life, Volkswagen worked closely with the YouTube team to create a custom channel to launch the new Jetta TSI. The digital campaign integrates the prowess of YouTube and harnesses the Web to take the message ahead.
The campaign was conceptualised and executed by Grey Digital. Speaking about the initiative, Mr Sudhir Nair, Senior Vice-President and Head of Grey Digital said, "The reason why we looked at an interactive campaign is simply because of the way people buy a car. They tend to have a lot of queries. Though certain typical questions are asked prior to a test drive, no one ever questions as to how many people can a car seat.
We decided to use all these insights in the campaign," he said. Mr Nair added that it was the first time ever in the country that a campaign of this nature had been devised. "For many people, a car is not just an investment. It is a reflection of their character and taste. Case studies have shown that 70 per cent of our (car buying) audiences consume video. Though the dealer might say what he wants, almost all auto buyers look for views online," he said.