The initial communications burst entails print — developed by local agency O&R — and online, handled by Nurun China Interactive, and focuses on positioning the imported model as a high-end brand.
Nicolas Zurstrassen, director of strategy, Nurun China Interactive, said: “It is slightly unusual, but there will be different engines and other technical components will be different, so they’re separate versions,” he said.
“One of the key challenges is rejuvenating the FAW-VW brand, which is such a strong name. But we have to really keep it alive for consumers in such a busy category, and yes, differentiating the brand is also a key factor.”
Zurstrassen noted that the communications platform would be much more focused on lifestyle issues as compared with previous rollouts, which focussed more on the engineering aspects of FAW-VW’s marques.
The domestic launch of the Magotan is slated for July, although an exact date has yet to be confirmed.
