The document summarizes a mobile marketing campaign conducted by Volkswagen to promote their new Polo model. The campaign ran for a month at major airports in India and allowed users to access information about the Polo by turning on their Bluetooth. Users could download a mobile brochure containing design details, specifications, dealer locations and arrange test drives. Over 50,000 people downloaded the brand content through this innovative mobile initiative, providing Volkswagen a low-cost way to effectively create awareness of the Polo among air travelers.

1. Experience New Volkswagen Polo On your Mobile

2. Campaign Details Client : Volkswagen Brand : New Volkswagen Polo Campaign duration : 10 May 2010 to 08 June 2010 Location : Airports in: Bangalore, Delhi, Mumbai, Hyderabad, Chennai TG : Frequent flyers

3. Marketing Objective T o create awareness about the ‘Polo’ model at a low cost to the customers who were on the move To enable Users carry with them a great experience of the car To dramatize the USPs of the car using innovations that stand out from the clutter

4. Situation Analysis The launch of POLO in the Indian market was an important milestone in expanding the Volkswagen brand in India Thus it was essential to create a direct connect with the potential audience

5. Our Solution TELiBrahma deployed BluFi at leading airports of Mumbai, Delhi, Chennai, Hyderabad and Bangalore People were educated to Turn ON their mobile Bluetooth through standees and visual displays to get relevant information about the car. The content was customized for each handset ensuring maximum brand impact. Blackberry users could experience the new Volkswagen Polo by downloading the application from the link http://blufi.mobi/newpolo WAP link for blackberry users was popularized through Ambient Media

6. Snapshots of the Activations

8. Mobile Brochure Brochure Homepage Exterior Interior

9. Dealer Locator Test Drive

10. Results & Achievements Activity was a huge success and achieved a large number of user base and 50,000+ downloads for the brand content in just a month The communication provided rich media content from Polo @ zero cost to consumers Users could access an exclusive mobile application that had all details like design, technical specifications, dealer locations, test drives etc. All this provided rich content enabling clutter free brand communication to the passengers waiting in the lounge This campaign paved the way for Volkswagen Polo to go many miles into the Indian markets

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