December 2005, one of the most anticipated films of the year has come to the cinemas all around the world. This film is King Kong, produced by Universal Studios. January 2005, Volkswagen, the largest car manufacturer in Europe, had made an alliance with Universal Studios. Thanks to this deal, the car manufacturer got placements in Universal films, TV shows and opportunities for joint marketing and merchandising. Therefore, the car company wanted to support the last Universal Studios film King Kong. For this event, Volkswagen produced a special car, called Touareg Kong. With this campaign Volkswagen was tying its first global advertising campaign for a remake of the King Kong film. For this campaign they created TV, print, online and billboard ads for the 2006 Touareg SUV.
[...] The campaign was also made of a Touareg stand at the International Auto Show in Frankfurt, in September 2005. This stand was designed in order to remember the real and urban jungle that illustrated the campaign. Volkswagen already used in-store displays and giveaways in order to make people come and visit their dealers all around Europe. When people come in a store for something, they always look at the other products that are offered to them and sometimes if they need it they buy it. [...]
[...] Golf in October 2003. The Golf is the company's best selling car accounting for 15% of its profits. Other new models, including Touareg, will also enhance the company's place in the marketplace . Innovative ideas such as flexible work schemes yielding results The company's innovativeness has helped in keeping its customers in growth oriented markets. Flexible concepts such as the four-day week and Time Asset have been significant competitive advantages in recent times. Weaknesses Product recall affecting credibility Volkswagen's strategy of sharing components across vehicles in order to reduce manufacturing costs creates the risk of defective components affecting the quality of many vehicles, leading to large product recalls. [...]
[...] The campaign still runs on the Internet and you can still see some printed campaigns in management magazines Control Thanks to the trailer on the website in June, the traffic on the website has truly increased; therefore people were more aware of the Touareg car. Since the launch of the campaign, Volkswagen's dealers have seen their number of clients' visit increase in November and December. They already sold more cars, not only Touareg's, but at the time this study has been made, there were no numbers available because of the recentness of the campaign. [...]
[...] Volkswagen's is very dedicated to diesel engine development, that is likely to ensure that its market share does not get worse when every customer will want to have diesel version of cars. With diesel car sales predicted to increase in the near future, this shows a significant opportunity for Volkswagen. Outsourcing of manufacturing to cheaper locations in china and Eastern Europe The slowing demand situation in Europe obliges the automobile manufacturers to stare at the Chinese market. In the first quarter of 2003, the China market has become the highest volume market for Volkswagen. [...]
[...] Most of them chose to run it, because as Emanuela Wilm, a Volkswagen spokeswoman, states “which of them would not be happy for us to provide a Tom Cruise movie for their TV campaign, for example?” In this advertising campaign Volkswagen wanted to promote the Touareg with the King Kong film because the SUV's on-road and off-road capabilities fit in well with the image of the film, mighty gorilla that marauds through New York City.” The car manufacturer wanted to remain as close as possible to the film. [...]
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