Volkswagen of America will premiere a 30-second spot during the 3rd quarter of Super Bowl XLIV. The spot will debut a new approach to the Das Auto tagline that featured Max the Beetle in 2009. Although Max won't be a part of this year's ad campaign, Volkswagen is planning to leverage their commercial to kick of a massive ad campaign for their entire line of cars. This will include a big focus on social media.
This marks the first time in nine years that Volkswagen has advertised during the Super Bowl. They hope to reach 100 million viewers with their 30-second commercial. That will get the brand back out in front of viewers and will be the start of a multi-faceted campaign.
Leveraging the tagline, "Das Auto," the campaign will promote the forward-thinking features and benefits of modern-day Volkswagen products. The spots will define how Volkswagen is delivering German Engineering at a great value in the often playful yet direct Volkswagen tone.
After the Super Bowl, Volkswagen will start a two-month campaign that will run extensively throughout February and March to support its national sales event. The push will include TV, Online, Outdoor, Radio and Newspaper, and every Volkswagen retail facility nationwide.
Volkswagen will take part in the growing trend to use a social media ad program to engage consumers with the entire Volkswagen product line.
Written by Cheryl Phillips
HULIQ.com
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