VW China hands corporate sales brief to Ogilvy

The marque handed its corporate sales website assignment to OgilvyOne after the agency launched a website for Passat fans this month.

It also plans to take its Santana car online to educate consumers about the brand and the model, which makes up the majority of taxis in China.

According to Johan Vakidis, creative director at OgilvyOne, the agency was awarded the corporate sales website work based on the successful launch of the fans website at http://fans.passatchina.com.

"The fans' site is really for customers of Passat and those who love the brand. It is strongly linked to the events in China, such as test drives, and these events are showcased in detail," said Vakidis.

The fans' site includes interactive modules of specific features of the Passat.

Visitors to the site can also download Chinese-language brochures and recent Passat television commercials, as well as play games and send e-cards.

Volkswagen, the first foreign carmaker to open a plant in China, dominates the competition with a market share of 40 per cent.