College Pitch to Tribal DDB

1. Campaign ArchitecturePassat CC

2. Contents The Brief Contextual Analysis Target Market Campaign Objectives Strategy Creative and Suggested Media Plan Conclusion Q&A

3. The Brief

5. Contextual Analysis

6. Contextual Factors Economical Sociological Technological Political

7. CAR MARKET UK car parc and new car registrations, 2003-13 2004-7: Interest rates rose & new car sales fell New car sales are expected to fall by 19% in 2009 compared with 11% in 2008. Modest recovery in 2010. Stronger growth in 2011 and 2012 - pent-up demand released. Source: Mintel

8. Car Purchase Process Life events are determining factors 21% know make and model 79% can be influenced Default list of preferred brands Dismissed brands Brand re-evaluation

9. Consumer Buying Process

10. Brands can be divided into unique competing groups

11. BMW ‘The ultimate driving experience.’ Premium Finish, Style, Sporty, Aggressive PREMIUM Strengths: Style and design, build quality, brand image, resale value Weaknesses: reliability, fuel consumption , insurance environmental Typical consumer: City Boys/ Low level executive role Technology: Rear wheel drive Different engineering –50/50 balance &vertically mounted to avoid under steer Main competitors: Audi ‘VW is a volume brand.’

12. Audi PREMIUM Strengths: Style and design, build quality, brand image, speed and power Weaknesses: Fuel consumption, price, comfort, insurance Typical consumer: ABC1, 26-40 Technology: Same parts, they’re competitors in price, not in class. Main competitors: BMW, Mercedes Sporty, sophisticated, dynamic ‘The more sophisticated older brother’

13. Mercedes-Benz ‘Its premium status is supported by perceptions of high prices.’ Prestigious, Expensive, Aspirational PREMIUM Strengths: Style and design, brand image, build quality, comfort. Weaknesses: Price, reliability, safety and insurance. Typical consumer: Age 30 – 70, Rich families, Stock brokers Technology: known for safety – invented airbag, anti-lock brakes, crumple zones Main competitors: BMW, Lexus, Jaguar Mercedes CLS Q: Is VW a competitor? A: What do you think?

14. Ford‘Price leader but weak build quality’ VOLUME Strengths: Price, fuel consumption, safety, insurance Weaknesses: Build quality, brand image, speed and power, resale value Typical consumers: Middle class, ‘soccer mums’ Main competitors: Honda, BMW, Audi, VW, Hyundai ‘The Passat CC is in the premium car sector but not a family car like the Mondeo.’

15. Brand Perceptions “Reliable, finally up-to-date. Excellent engines.” “Reliable, solid and safe.” Male, 55, Company Director, Hertfordshire Male, 46, Detective Inspector, Kent “Great at Hatchback and the Beetle.” “Good, reliability.” “Well- built, reliable. Good long-term value.” Male, 58, Town Planner, Nottingham Male, 52, Lecturer, St. Albans Male, 44 Chartered Surveyor, London

16. Passat CC Perceptions “Extremely aesthetic.” “Reliable, straightforward car.” Male, 46, Detective Inspector, Kent Male, 55, Company Director, Hertfordshire “Passat, Yes. But I’m not sure what the CC means.” “Stylish and elegant.” “I own one, I’m very happy with it.” Male, 58, Town Planner, Nottingham Male, 44, Chartered Surveyor, London Male, 52, Lecturer, St. Albans

17. Business Problem Poor awareness Of the CC vs. Passat Of VW selling a premium car Low consideration vs. competition Disconnect between product profile and brand values

18. Target Market

20. The internet plays a key role in helping them indulge their pleasures

21. Our target audience’s are heavy users of the internet for functional purposes

22. What do consumers look for in a new car?

23. Campaign Objectives

25. Positioning

27. An unusual/unexpected offering from Volkswagen Older – more comfortable in his skin, more self-assured and confident Attracts attention and stimulates conversation

28. The Passat CC

29. Strategy

31. Relationship to competitorsPeople who buy the Passat CC know about cars.

32. Solution Elevate the status of the car within the VW range. ‘The connoisseur’s car’ ‘Premium without the price tag’ Ensure that VW set up specific training on the VW Passat CC.

34. Creative and Suggested Media Plan

35. Creative Proposition In the 1950’s Volkswagen asked you to THINK SMALL... ...Now In 2010 Volkswagen is asking you to THINK AGAIN!

36. Think Again! Your car says something about the type of person you are, not just how much money you’ve made. The Passat CC is a beautifully styled head turner…from Volkswagen. It’s a bit unusual, it’s not what everyone else has gone for. It shows you’ve actually thought about what you want in a car - It shows you know your own mind, you make considered decisions rather than just going with the pack.

37. Three levels of the campaign Awareness Engagement Conversion

38. Campaign overview Show off the cars looks Introduce the positioning

39. Campaign overview OOH DM DM Radio

40. OOH Sure you wouldn't look better behind one of these? Passat CC Think Again

41. DM You are cordially invited to A cheese and wine evening with Volkswagen

42. Radio

43. Campaign overview Show off the cars looks Introduce the positioning Bring core audience closer to the brand Generate positive conversations by… …communicating model positioning message …creating an engaging/useful experience

44. Campaign overview OOH DM Radio Event Event Banners Microsite

45. The Events

46. Banners Think Again Think Again

47. Microsite

48. Campaign overview Show off the cars looks Introduce the positioning Bring core audience closer to the brand Generate positive conversations by… …communicating model positioning message …creating an engaging/useful experience Drive brochure request and test drive by… …communicating additional spec, reinforcing model positioning, reaffirming value

49. Campaign overview OOH DM Radio Event Event Banners Microsite DM Sales Force Incentives

50. Conclusion

51. The Connoisseurs’ car ‘Premium with out the price tag’ Asking consumers to Think Again

52. Q&A