Credits: Ginny Golden, Creative Director Jefferson Liu, Associate Creative Director Dara Moss, Sr. Copywriter Eric Lohman, Sr. Designer Ege Celengil, Sr. Designer Doug Smith, Director of Technology Jon Reiling, Director of Creative Development Zack Dolin, Sr. Creative Developer Adam Khan, Technical Manager Brian Williams, Web Developer Rick Fulgencio, Quality Assurance Manager Sammy Meyrowitz, QA Analyst Sarah Cheffy, Sr. Account Executive Katie Fouts, Account Director Ian Richards, Director of Production
With the launch of the all-new 2011 Jetta, Volkswagen wanted consumers to remember its new, attractively-low starting price of $15,995. Our challenge was to position the Jetta as a great deal, while maintaining its desirability and reputation as a premium product.
To celebrate Volkswagen's position for the all-new 2011 jetta, "Great. For the price of good.", we captured the attention of our audience with a groundbreaking online event. We worked with flash sale luxury retailer Gilt Groupe, whose website and mobile app are dedicated to selling high quality goods at great prices. Our plan was to sell three cars over three days at one special price. users were shocked to see that when we featured the 2011 Jetta in the store, we knocked the 1 off of the starting price - making it only $5,995. With the help of Volkswagen product specialists, we customized an exclusive trim level of the Jetta for the sale, featuring an available exterior in Gilt's signature gold color. Making it the season's hottest accessory. Since only three cars would be available, we offered a waiting list to Jetta enthusiasts. As a reward for signing up, we would send a $500 coupon towards the purchase of an all-new 2011 Jetta. That way, everyone could really feel like they could get something "Great. For the price of good." All proceeds went to Dress For Success, a non-profit organization who helps disadvantaged women.
The week long campaign scored Volkswagen over 94MM impressions and $1,441,919 in earned media, while the three sales of the all-new 2011 Jetta on Gilt Groupe resulted in over 54K Wait List signups and over 34K downloads of the Gilt Groupe mobile applications. As a result of the campaign, Volkswagen saw:
• Over 700K Volkswagen Brand Page views on Gilt.com • Over 290K Gilt Groupe mobile application sessions • 80 media placements for campaign coverage • Over 1,500 total articles, including social media mentions, blog entries and message board posts about the campaign • Reviews with positive sentiment outweigh reviews with negative sentiment by five times • 300% increase in social media buzz