The document outlines Volkswagen's media plan to promote the Beetle automobile. The plan's objectives are to distinguish the Beetle from other VW models and promote a new social media app. The campaign, called "Why Beetle?", will ask people to share memories and stories about the Beetle on the app and website from October 2013 to March 2014. It will include a Super Bowl commercial. The plan's success will be evaluated based on online engagement, app downloads, in-store traffic, and sales.

1. Volkswagen Beetle Media Plan
ADV 846 Qiang Zhang
Why Beetle?

2. Marketplace Situation & Challenge

3. Economic situation
U.S. VW Brand Sale Development 2010-2011

4. Economic situation
World car markets and VW Group deliveries to customers
January to December 2010 vs 2011

5. Competition —— BMW Mini Cooper
Iconic compact sport cars
Almost all the media channels
are under the protection of its
parent brand Volkswagen
Exclusive media channels

6. “Why Beetle?” — VW Beetle Campaign

7. Target audience
• Original consumers & Beetle fans who have owned one or more
• First-time car buyers who barely have memory about history of this
iconic figure in the American history, in both automobile and culture
fields.
Target Audience & Objective

8. Target Audience & Objective
Objectives
• Distinguish VW Beetle from VW product line, makes it more unique,
more exclusive
• Promote new social mobile app download and establish a long-term
social platform
• Seamlessly integrate online to offline media touch points in order to
drive sale

9. Creative strategy——“Why Beetle?”
Please tell us “Why Beetle?” by sharing your memories in the past,
stories on the road, dreams in the future with Volkswagen Beetle.
Big idea —— Timeline & Map
Opportunities and Feasibilities
• The 70th birthday of VW Beetle
• The Launch of new mobile app — “Smileage”
• The traditions of VW

10. Creative strategy——“Why Beetle?”

11. Creative strategy——“Why Beetle?”
First social mobile app: “Smileage”

12. Media Choice & Schedule
Country where campaign will run: USA
Dates campaign started/ended: October 2013 – March 2014
1. October 2013 – January 2014
“Why Beetle” Official Website — Share your “yesterday”
memory about VW Beetle
“Smileage” Mobile App — Share your “today” trip with VW
Beetle
In-store screen — Share your “tomorrow” dream related to VW
Beetle
2. January 2014 – February 2014 ： Super Bowl commercial & Trailers
3. February 2014-- March 2014 ： Full-length stories of the 7 winners

16. Media Choice & Schedule
Country where campaign will run: USA
Dates campaign started/ended: October 2013 – March 2014
1. October 2013 – January 2014
“Why Beetle” Official Website — Share your “yesterday”
memory about VW Beetle
“Smileage” Mobile App — Share your “today” trip with VW
Beetle
In-store billboard — Share your “tomorrow” dream related to
VW Beetle
2. January 2014 – February 2014 ： Super Bowl commercial & Trailers
3. February 2014-- March 2014 ： Full-length stories of the 7 winners

17. Media Budget & Evaluations
• The online traffic of “Why Beetle” and related VW website
• The download times, rankings, and rating changes of “Smileage”
• The in store traffic and sale of VW Beetle
• The earned media

18. The End