Competing primarily with Toyota, VW is aiming to raise its share of the Hong Kong and Macau market from 15 to 20 per cent over the coming four years.
Developed by DDB Hong Kong, the integrated push draws on the brand’s German heritage and tradition as being a ‘people’s car’ to promote it as a high quality product, while aiming to position it apart from luxury German car brands and emphasise its accessibility to a wider audience.
Developed by DDB Hong Kong, the integrated push draws on the brand’s German heritage and tradition as being a ‘people’s car’ to promote it as a high quality product, while aiming to position it apart from luxury German car brands and emphasise its accessibility to a wider audience.
“People in Hong Kong aspire to cars that bring them status,” explained DDB Hong Kong’s president and chief executive Richard Thomas. “But most German brands that do that cost a fortune. VW has the status of German engineering, but is affordable. We want to grow understanding and appreciation of the brand’s ethos in a way that connects with Hong Kongers.”
The campaign is due to run approximately until the start of the Olympics in Beijing in August. It can be accessed at http://www.vw08.com.hk/ from midnight tonight.
