German carmaker Volkswagen has taken advertising to a new level with a novel audio advertisement in newspaper to produce a high for its entry level sedan Vento.
With a voice-recorded device stuck on 2 English dailies, the company surprised many readers in Delhi, Mumbai, Bangalore, Pune and Chennai on a campaign on which it has spent up to Rs 5 crore.
Divya Gururaj, Mediacom MD said, “Twenty two lakh chips were specially sourced for the one time exercise. We have been working on this for the last six months in order to bring out the advertisement”.
Mediacom handles the media planning business for Volkswagen, while the creatives are looked after by advertising agency DDB Mudra.
Gururaj said a large workforce was hired by the publishers of both the newspapers to fix 22 lakh devices playing the audio version of an advertisement.
Lutz Kothe, Volkswagen Group Sales India, Head of Marketing for passenger cars said, “Our aim was to be able to emotionally connect to our customers with this product and what better way than being able to directly speak to them with the aid of a newspaper”.
VW said the crusade as “world’s first talking newspaper with Volkswagen Vento”.
The company in the last month declared the introduction of Vento in India costing between Rs 6.99 lakh and Rs 7.99 lakh (ex- showroom Delhi).
The branding experts say it is an excellent idea carried out VW.