Kurt McGuiness, PR & Brand Experience Manager, Volkswagen Group Australia presented 'The Volkswagen Guide on How to Employ the Rule of Four in Your Content Strategy'

2. On how to employ the Rule of
Four in your content strategy

3. A bit about me
PR and Brand Experience,
Volkswagen Group Australia
Representing Volkswagen Passenger
and Commercial Vehicles and ŠKODA
Board Member EV Council
Auto expert on Channel 10
Podcast Host – More Than a Car
Former journalist and editor for Top
Gear, FHM, Fuel, ZED and Hot4s

4. The current state of (auto) media
In 2019, the Australian auto media has seen a further reduction in outlets and
journalists
In the motoring sector of media, a number of publications have joined forces,
in order to share resources and content
Between the key media outlets, there are six majority voices reviewing cars
and reporting on the automotive industry
In less than one model lifecycle, the number of auto media outlets has more
than halved
Golf launch 2017:
Golf launch 2012:
28 journalists
12 journalists

5. The current state of media
While still higher than the
industry average, traditional
media continues to decline in
its relevance with customer
interactions
Volkswagen customers in
particular, more familiar with
the brand than ŠKODA
customers, refer to
Volkswagen’s own channels
more that third parties
Peer groups continue to be a
heavy influence on purchase
decision, particularly with
Volkswagen customers
Most Important Source of Info %
VW Website 22.6%
Online review sites (total) 18.2%
Friends and relatives 10.10%
Sales staff 9.7%
Dealer website 5.7%
Brochures 1.6%
Magazine 1.1%
Most Important Source of Info %
Digital (total) 63.7%
Traditional (total) 27.6%

6. Evolution and revolution
In the face of a reduced media, fewer
product launches and progressively
challenging local market, VGA has
updated its content model to increase
the efficacy of PR and media, by
generating more opportunities from
what we create
Experiences, content and commentary
has to work harder across more
channels
We are data-led. Everything we do is
audited, we track trends and the
influence of our content, and the value
of our channels

7. The Three Rs
REACH
Who are they talking to?
What do these audiences want?
Is the audience/s a key demo for our brands?
RIGOUR
Are the reviews impartial?
Do they present a balanced argument?
Are they comparing apples with apples?
REPUTATION
Will audiences trust the judgement?
How do we look if we win? If we lose?
Will anyone care?
Volkswagen evaluates media partners based on:

8. The Rule of Four
Expanding on our previous ‘Rule of Three’, which focuses on bespoke
content derived from basic launch requirements (i.e. press kit photography
and B-roll footage) for targeted external audiences, the Rule of Four also
includes internal stakeholder channels to improve brand advocacy and
converting staff and friends/family into passionate evangelists

9. Case Study: Polo GTI & Beats
New product launch with media
test drive event
Surprise drive-in movie created
to showcase Polo Beats sound
system
Bespoke movie posters and
film trailer created
Content used by media in
reviews, and then across
Volkswagen brand digital
channels and company
LinkedIn page

12. Face it, we’re all in sales
Volkswagen Group Australia is a national sales company (NSC), and everyone
who works at VGA is charged with the task of selling our products
Content is designed to educate, elevate and spark conversations, but ultimately it
is designed to sell cars
Presenting bought media in the same way as earned media is unethical –
be honest about what you’re doing
Publications offering paid content packages off the back of favourable reviews are
eroding their credibility, and ours
Customers and fans aren’t stupid: owned channels, like website and social media,
should offer content that is valuable, but resist the urge to spruik
Don’t review your own product,
that’s earned media’s job

13. Australian company,
global products
Volkswagen Group Australia is an
Australian company, that sells
products made in Germany
Videos hosted by Volkswagen
employees
Content series are based around
people, not cars
Our cars are the enablers
of an experience, not the
experience itself

14. Better experienced than
explained
The World of Volkswagen is massive in
scale – iconic, exciting and inclusive
Our point of difference is how our cars
make us feel
Our cars aren’t the cheapest in the
market, but they are always ‘just that bit
nicer’
Unfortunately, not everyone can
experience the World of Volkswagen for
themselves - our stories need to bring
this world to life in the most immersive
way possible
Technology as a means of story telling
is important, but it is not the message
itself

15. Case study: Touareg
2018: VGA took media to Morocco as guests of the
Volkswagen Driving Experience for the first drive of the new
Touareg
On top of writing reviews, media were able to write about
the journey, which customers can also go on as part of the
Volkswagen Driving Experience
A videographer also attended, to help with media reports
and VGA-owned content streams
2019: VGA created press pack and digital assets to support
the local launch and drive of the Touareg
VGA also created an additional short, Top Gear-style
feature to highlight the Touareg’s features in a playful way,
to be used on VGA’s and dealer’s digital and social
networks, as well as in-dealership

18. Where do we go from here?
VGA exploring the technologies to find new ways to immerse
viewers in the world of Volkswagen
Virtual and augmented reality allow customers to explore the
features of a car, even drive it, without leaving home or the
dealership
VR-enabled Golf GTI the first of its kind – currently being
trialled
In July, VGA will create a 180/360-degree content series for
Google/Youtube at the 4MOTION driving experience media
event in Queenstown
Production to incorporate regular collaborators QUBE
Productions as well as VR suppliers MaxArt and Youtube
Concept is to give fans an opportunity to experience an icy
test drive with a range of Volkswagen Passenger and
Commercial Vehicles
Will be supported by Google Cardboard headsets

19. Thank you