Volkswagen: Driving top gear to India

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding the Pacific markets) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: Volkswagen Group Sales India Pvt Ltd
Agency: MediaCom Communications India
Brand: Volkswagen
Campaign duration: November 2009-March 2010
Country: India
Media budget (USD): $10m-$20m
Channels used: Branded content, cinema, email marketing, events, internet microsites, internet search, magazines (consumer), magazines (trade), mobile, newspapers (national), newspapers (local), out of home (all forms), sponsorship (event or property), sponsorship (media), television (broadcast), television (local), word of mouth

EXECUTIVE SUMMARY