Volkswagen’s super bowl ad was it’s first display of the company’s attempt to penetrate the US market. Jim Henry of BNET reports that Volkswagen is looking to spend $4 billion dollars in the US market to push the company’s sales objective up to 1 million sales. However, they can’t just stop in the US.
Volkswagen Norway took this into their hands, literally. AdFreak features the new interactive print-ad that VW Norway has created. I’ll let the video explain itself:
One comment specifically caught my eye,
“thus creating a successful ad (viral) which is seen by more people regardless of those who actually see and experience the ad physically”
Although the cars may not be out on the market yet, by featuring them in such memorable ads, they are trying to cover the five components of brand equity: brand awareness, perceived value, brand loyalty, brand associations, and symbols/trademarks/patents. They know that there is no trial-ability in the products yet, however, the main purpose of such ads is to get potential consumers to remember the name.
They want consumers to be aware of the Volkswagen brand and what it has to offer. For example, with the Darth Vader ad, they wanted for customers to value that Volkswagen can not only meet the needs of a businessman, but for his son as well. In terms of the virtual ad, both existing and potential Volkswagen customers are able to test out the new features that the car has to offer, and as well, although it may not be legally implicated, they will now be remembered as the first brand that created a “virtual drive” for their customers through a simple iPhone app.
Perhaps next time we are looking for a vehicle upgrade, The Force will bring us right into the Volksagen dealership.
