Volkswagen AG, which recently warned that its 2003 group profits would be well below the levels reached in 2002, is now hoping to win over buyers with a campaign based on love letters.
Recently, Volkswagen announced that its 2003 group profits would be well below the levels reached in 2002 and the manufacturer is now hoping to convince buyers with a campaign based on love letters.
This campaign was launched in Germany last month with a 20-page newspaper and magazine insert and a TV campaign.
“We believe that this campaign is one we are going to use throughout the world,” said Joern Hinrichs Germany-based executive director of Volkswagen marketing. “But this is not going to be done by force. This is going to be done by convincing. What we do think is that Volkswagen should have one claim around the world.”
Hinrichs, says consumers relate to the brand for rational reasons such as quality and reliability. But strong emotions should be behind those values.
Local Volkswagen marketing executives will decide whether to use the campaign and slogan in their ads as well.
