After creating a buzz on social media last year, especially Twitter with the anything4jetta campaign, Volkswagen, Europe’s leading automobile manufacturer, has now set its sights on YouTube. The Jetta TSI campaign works on a brand new concept and intends to break away from the clutter to grab eyeballs.

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.

The auto major hopes the way the story is told in the virtual test drive and the features that are highlighted would create a lot of walk-ins to the Volkswagen showrooms.

The automobile company maintains that the TSI engine, in many ways, addresses the core criteria that a car buyer looks for in India, since it generates good power with minimum consumption of fuel.

Mr Navin Kansal, Group Creative Director, Grey Digital, said, “Given that the car is all about maximum power and minimum consumption, we felt it would be good to empower our audience to the maximum, with minimal effort required on their part by creating a virtual test-drive of sorts. The use of videos augments the experience and will ensure that viewers get to know more about the car.”'

The early response has been encouraging with the company registering over 3 lakh views.

> amritanair.ghaswalla@thehindu.co.in

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