Experience real value for Golf VI|海报/平面|广告营销案例【ADGuider广告指南】

体验高尔夫 VI 的真正价值

案例简介：摘要: 随着担心经济衰退的汽车购买者变得更加谨慎，汽车行业是 2008年9月第一批立即受到危机影响的行业之一。全球销售额急剧下降。欧洲汽车市场萎缩 14.5%。汽车制造商面临着巨大的压力，随着螺旋式下降的发展，他们每天都在重新入学。挑战在于推出最新版本的高尔夫 VI，大众最重要的产品,在自 20世纪30年代代中期以来最严重的危机期间。核心媒体战略是通过在杂志标题和电视节目上做广告来获得高知名度，这些广告覆盖了广泛的目标群体。在全球范围内，媒体与欧洲最畅销的报纸《德国图片报》进行了合作。10月3日，德国的一个全国性节日，《图片报》推出了一期独家高尔夫广告的特刊。不久之后，这一经典运动在欧洲各地开始，包括电视、印刷品和广告牌。ATL 活动得到了高质量的 3D-webspecial 、移动营销活动和进一步的客户关系管理活动的支持，如直接邮寄图书。高尔夫被汽车运动阅读器评为德国最好的紧凑型汽车，近年来取得了惊人的发展。它的表现明显优于竞争对手品牌的 “年轻” 竞争对手。此外，高尔夫在法国市场上显示出德国品牌的显著进步: 自 2007年以来 + 70%。尽管所有国内品牌都在失去市场份额，但高尔夫的市场份额显著增加，在法国市场排名第二。

体验高尔夫 VI 的真正价值

案例简介：SUMMARY:The car industry was one of the first industries immediately affected by the crisis in September 2008 as recession-fearing car buyers grew more cautious. Sales suffered a sharp decline worldwide. The European car market shrank by 14.5%. The car manufacturers were put under high pressure and presented re-admissions on a daily basis as the downward spiral developed.The challenge was to launch the latest version of the Golf VI, Volkswagen’s most important product, during the worst crisis since the 1930’s.The core media strategy was to gain high awareness by advertising in magazine titles and television programmes that reach a broad target group. Worldwide kick-off saw a media co-operation with the best-selling newspaper in Europe, the German BILD. On October the 3rd, a national holiday in Germany, the BILD launched a special issue with exclusive Golf ads.Soon afterwards the classic campaign started all over Europe with TV, print and billboards. The ATL activities were supported by a high-quality 3D-webspecial, a mobile marketing campaign and further CRM activities such as direct book mailings.Golf has been voted by the auto-motor-sport reader as the best compact car in Germany with an amazing development in recent years. It clearly outperformed it`s ‘young’ rivals from competitor brands. Additionally, Golf showed an outstanding improvement for a German brand on the French market: +70% since 2007. Whereas all domestic brands were loosing market share, Golf had an outstanding increase in market share and ranks No. 2 in the French market.