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| December 14, 2011 |
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This fall, Volkswagen Beetle used pure attitude, a singular strategy and a dominant presence to stand out from the car crowd.
Through Astral’s Dominance package, Beetle appeared on 80% of the total inventory of Montreal columns over a two-week period, reaching 70% of the population and using multiple creative executions like: The Beetle bares its teeth - The one. The only. - Same smile. More bite. - Asphalt-eater.
According to Ipsos, “The Beetle out-of-home campaign is very effective and gives the brand good visibility. Recall is well above the norm.”
58 % of A18-34 exposed to the campaign recall Beetle (index of 156);
72% of those who saw the campaign confirm that Beetle stands out from other car brands;
67% think this campaign improves the image they had of the Beetle.
Dominance is the power to change things.
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