Volkswagen China Online Brand Marketing

Volkswagen China -Brand Marketing

The Online Brand World @ RTT Excite

Oliver Wolter May 2011

Agenda

?Internet Environment in China ?Volkswagen in China

?Life Demo

3D Brand World --Why ? How ??3D Brand World

?Life Demo

What’’s hot ?

?What

China - The Digital GiantStrong growth in internet penetration: 2011: 457 mil internet User 2015: 630 mil Internet User
Chinese spend 70% of their leisure time online.
62% of Chinese Internet user are mobile online 62% of Chinese Internet user are mobile online 30% of Chinese access social media via their 30% of Chinese access social media via their mobile phone mobile phoneMain Services: Information, communication, Social Network, Entertainment Main Services: Information, communication, Social Network, Entertainment
Sources: Universal McCann (2010), Internetworldstats (2010), China Internet Network Information Center (2010), Ignite 2010, t+d Innovationswerkstatt 2011 final report (excerpt) Page 3 VW Brand Marketing

China's Internet World –The Great Wall

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VW Brand Marketing

China's Internet World –The Great Wall 2.0

VW Brand Marketing Page 5()

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China's Internet World – The Great Wall 2.0
Kaixin
Tudou
( ( )
)
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VW Brand Marketing

China‘s digital picture
mn. 24 mn. smartphonessold in China in Q1&2 2010
America has 21% of people who create original content. In China 40% of people create content.
Number of internet users per country in China is already the largest in the world
> 80% of social media content is bulletin board systems – where people go to find topic-based communities and where consumers talk about products and services
40% search for information about 40% search for information about cars cars 19% would buy a car online 19% would buy a car onlineSource: The Sydney Morning Herald, Gartner, Nielsen Company, ab7055dcad51f01dc281f119
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VW Brand Marketing Page 88

Now

Past Now

Past Mobility –here and there …

Chery Chevrolet

Buick

Honda

Nissan Hyundai Toyota

VW

Others

BYD

Kia

Average market share in % (Jan-Dec 2010)

* VW, Audi and Skoda Brand include Import

YTD MS % YTD MS %

Jan-Dec 10Jan-Dec 09No. 1VW 13.2%13.2% No. 2

Toyota 6.6%7.7% No. 3Hyundai 5.9% 6.8% No. 4Nissan 5.8% 6.4% No. 5Honda 5.7% 6.7% No. 6Buick 4.8% 5.3% No. 7Chevrolet 4.7% 3.9% No. 8BYD 4.2% 5.1% No. 9

Chery 4.0% 4.6% No. 10

Kia 2.8% 3.0% Others

42.3%37.3% No. 14Audi 2.0% 1.9% No. 20

Skoda

1.6%

1.4%

Ranking Brand

Diff

Volkswagen Group China Beijing

VW Transmission

VW VW Powertrain Powertrain Shanghai FAW FAW--VW

Dalian Changchun

Chengdu Nanjing

FAW FAW--VW Shanghai Shanghai-VW Automatic VW VW--FAW Engine

VW Platform

2 Joint Ventures, 2 dealer networks

VW Brand Marketing

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VW Brand Marketing Page 122 Joint Ventures, 2 dealer networks

Both Joint Ventures and VW Import do have separate dealer network! Create one (virtual) “dealer ”with all Volkswagen Models

Live Demo

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VW Brand Marketing

Why Doing 3DBW? Media Strategy- Multimedia campaign for capital citywide coverage to increase awareness & drive traffic1 showroom
Create one virtual showroom to experience Joint Venture and Importer models
Innovation
Promote the Innovative Brand Value of Volkswagen
Awareness
Increase Brand Awareness / Gate to Volkswagen
Reuse
Reuse Digital Assets
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Consumer’s behaviors is tracked and utilized for CRM能够追踪用户使用行为并与CRM共享 共享 能够追踪用户使用行为并与User browse content and time spent will be tracked to analysis their preference用户浏览的内容及所花时间将被追踪并用于分析 用户喜好
Data tracking and user preference analysis数据追踪及用户喜好分析
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How to…Data preparation Modelling Media production
Source data – and 130%-Modell Visualisation model Web Production information Flash movies ? All visible surfaces of ? All organic parts ? R&D‘s design data in the vehicle modelled Embed into corporate form of components ? Configuration ? All features, materials Website ? Physical models of all information and colours compiled materials ? Material references ? Reference photos Virtual Volkswagen+ RTT Creative Agency
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Volkswagen 3D Brand WorldVirtual ShowroomDisplays VICO and JV cars in one (virtual) location
ProductsInteractive, cutting edge HD Products presentation
Brand Consultant Brand Consultant Provide useful tools for customerneeds
IntegrationIntegration of more topics: Used Car, FS, PCP, … English (beta) version
InternationalizationBrand World as international version for different markets
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2.nd Live Demo -GTI

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The Digital Offensive is integratedSOCIAL MEDIA
No 1 in social Media, video channel on Chinese Facebook & YouTube
Integrate consumers in engaging innovation PCP processes and generates further buzz
VW DIGITAL OFFENSIVE
3D BRAND WORLD & Website
Virtual Gateway to Volkswagen – VICo & JV cars in one virtual showroom
MOBILE
Support online brand awareness with interactive and exciting mobile apps
Interconnection
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What is the PCP?IDEABUILD THE FIRST CAR BY THE PEOPLE FOR THE PEOPLE
…AND VW GOAL?Better customer understanding
HOW TO DO IT?CREATE THE MOST INNOVATIVE SOCIAL DIALOGUE PLATFORM & PROGRAM
and more…
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VW Brand Marketing

What is the PCP?IDEABUILD THE FIRST CAR BY THE PEOPLE FOR THE PEOPLE
…AND VW GOAL?Better customer understanding
HOW TO DO IT?CREATE THE MOST INNOVATIVE SOCIAL DIALOGUE PLATFORM & PROGRAM
and more…
Digital Platform, Video Series, Viral Videos, ….Page 21 VW Brand Marketing

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