VW Bulli Bus Campaign Launch

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VW Bulli Bus

description

A presentation I gave for my Strategic Creative Development class as a launch campaign for the VW Bulli Bus. Emphasis in this project was on developing a Big Idea that could transcend a simple campaign lifespan.

Transcript of VW Bulli Bus Campaign Launch

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VW Bulli Bus 

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Target Audience 

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Bold Driven 

Confident 

Social 

Stands out 

Trail blazer 

The “Hot Mamas” 

EnergeBc 

Busy 

Involved 

Playful  Trendy 

Family oriented 

Independent 

Responsible 

Loyal 

Loving 

Community Centered 

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Insights 

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The mom every woman wants to be. 

When I grow up,  I’ll let my kids eat candy all day! 

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Strategy 

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AdverBsing will  tell the Hot  Mamas  that the VW Bulli Bus will  bring out  their inner BOLD. 

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ObjecBves 

•  News coverage •  Create awareness •  Buzz •  Word of mouth •  Engagement with social media •  Build a Bulli Bus community •  Inspire the target audience 

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Community 

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CreaBve Ideas and ExecuBons 

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#momsgonewild Launch 

•  New York City •  Boston •  Chicago 

•  Atlanta •  San Francisco •  Dallas 

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Outdoor 

•  In locaBons that busy moms frequent – Grocery stores – Gyms – Public parks or playgrounds 

•  ExperienBal •  Non‐tradiBonal •  Goal:  High levels of engagement  

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Outdoor Example:  Shopping Cart 

Side View  Aerial View  Front View 

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App 

P.S. Freya is the Norse Goddess and Warrior Queen of Love, FerBlity, Sexual Desire 

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CollaboraBve  “Show Us Your Bold” Contest 

Step 1:  Submit AudiBon Video 

Step 2:  Vote for  your Favorite 

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Step 3:  Road Trip 

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Step 4:  Follow and Support your Team 

Step 5: 

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Sample “Show Us Your Bold”  AudiBon Video