Volkswagen's "Driver's Wanted" ad campaign Case Study

Question: What made the Drivers trusted causal agent so made? What did the candidature try to motivate the consumer to do? What measures screen that the campaign was successful? What did it do to the consumers perception of the brand? look back, Volkswagens decision to switch advertize agencies--from DDB Needham to Arnold Communications (AC)--was a circumstantial step in the companys regaining bid. After all, AC was the iodine who came up with the Drivers Wanted campaign. As express in the causal agent study, after AC won the Volkswagen account, they did some in-depth research on consumer and dealer perceptions of Volkswagen. They discovered that--Volkswagen consumers be younger, middling more(prenominal) affluent, and more educated than the average car vendee; Volkswagen owners ar fanciful/confident/adventurous individuals who enjoy a more active voice role in driving; and Volkswagen was perceive as its namesake, the peoples car. new(prenominal) important inf ormation was also interpreted into consideration, including--the rational upbeat of Volkswagen was that it was the only brand that offered German engine room at an affordable price. The emotional benefit of Volkswagen was that it represented a contrasting way of driving (more committed to the path) and living (more connected to the world). With this information, AC began to craft an ad campaign that played to these strengths (consumer influences).

The Drivers Wanted campaign was successful because its message--which was based on ACs in-depth research--clearly targeted the previously mentioned subdivision and too k advan taile of how these consumers both(p! renominal) thought and felt about the Volkswagen brand. The tag line On the road of life in that respect are passengers and there are drivers. Drivers wanted. aptly captured the rational and emotional animation Volkswagen wanted to set about to its consumers. From an emotional standpoint, the line On the road of life there are passengers and there are drivers motivates consumers on two levels: (1)... If you want to get a full essay, exhibition it on our website: OrderCustomPaper.com

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