Audience: Our main target audience is Millennials (Generation Y, 27-35 y.o.), the new generation of car owners who have a completely different approach to purchasing in comparison with previous generations, particularly when it comes to cars. They are less likely to visit dealer centers and pass test-drives. They watch fewer TV commercials but spend more time using the internet, particularly YouTube, watching car commercials and video reviews. Videos with crossovers and SUVs are one of the fastest growing segments by the number of views on YouTube in the car category. According to Google, in Q2 2017 43% out of the whole automobile brands content belonged to SUV (according to Google Auto Industry Analysis, Q2 2017)  

Objectives: 1)The growth of purchase funnel indicators of Volkswagen Tiguan model before/after the campaign: Aided Awareness (+1 point), Unprompted Consideration (+1 point), First Choice (+1 point), Purchase (+1 point), 2)The growth of image indicators of Volkswagen Tiguan model (+5 points) before/after the campaign: Innovative, Technically advanced, Has up-to-date features, Suitable for off-road driving, For young people, Prestigious, Has good exterior design, Has a fascinating design, Well-styled 3)Double sales growth of Volkswagen Tiguan model in the brand portfolio 4)1,5 times increase of the market share by the end of the campaign YTD 5)Improvement of media performance indicators of video placement comparing to category benchmarks and YouTube historical data: Volkswagen YouTube channel subscribers increase in 2 times (number of subscribers to be compared before and after the campaign) and come in TOP-3 channels of the car category in number of subscribers), View-Through Rate (VTR) increase by 20-25%, Cost per View (CPV) increase in 1,5 times, Organic views increase in 2 times.  

Type: B2C

Language: English, Russian