Integrated Marketing Communication Campaign polo

Company Overview“People’s Car”

Employees over a 344,900 employees Headquarter located in Wolfsberg , Germany

Part of Volkswagen Group including

Volkswagen

Polo

The new campaign, ‘Power when you need it’, conceptualised by DDB Mudra, highlights the USP of the car – the 1.5L

TDI engine

Campaign Objective

Strategy

Empower the target marketFocus

Power(As aspirational need)

SEGMENTATION

Targeting

Positoning

CAR PROFESSIONALS

MASS MARKET

BUSINESS COOL

BUSINESS PRACTICAL

SENIOR YOUNG FAMILIES

AGE 30-40 30-45 50+ 25-35

SEX M(F) M(F) M(F) M(F)

INCOME MED-HIGH HIGH LOW MED-HIGH

CAR USAGE HIGH HIGH LOW HIGH

PRODUCT CATEGORYEXPERIENCE

HIGH HIGH LOW MED

PRICE SENSITIVITY LOW HIGH HIGH MED

SEGMENT ATTRACTIVENESS

LOW MED ` LOW HIGH

TARGET MARKET

Young

Urban

Married

Male

One who seeks Power

PERCEPTUAL MAP

High Price

Low Price

Sporty

Conservative

PowerWhen You

Need it

TVCDigital

PR RadioFilm

Created TV commercials with a touch

Only 3 advertisementsFor the Campaign

Of Humour

Television Promotion

PRINT M

EDIA

Out-OfHomeMedia

Promoted the PoloPartnering

With A Movie

Promoting with a Film