Volkswagen is to dramatically step up its investment in new media
as it seeks to bring the strengths of the brand’s offline presence to
its web marketing activity.
A range of fresh activity is scheduled to appear, beginning with the
relaunch of Volkswagen.co.uk this week. The increased activity will
swell VW’s online spend.
Microsites are being created and added to the umbrella VW website for a
number of models, including the Sharan and Lupo.
As well as offering detailed information and images of different
vehicles, the sites are seen as major tools to tempt potential car
buyers in signing up for a test drive.
Jason Goodman, the managing director of BMP Interaction, the digital
solutions agency behind the campaign, said: ’Research has proved that
audiences interested in the Sharan brand have a high level of
penetration of online usage. A Sharan microsite provides a great media
vehicle for that audience.’
Extensive online ad campaigns are also being launched, with activity for
the Lupo breaking this week across major consumer and automotive
BMP has previously run an online marketing campaign supporting the
launch of the new Polo in January.
According to Goodman: ’These new initiatives are just the start of a
series of dig-ital marketing plans and are an indication of what’s to
come. VW will be one of the brands to watch on the web.