Integrated Marketing Communications Campaign for Volkswagen Divorce Commercial

Student number
Module name and number: Integrated marketing communications campaign
Word count
Campaign title: VW (Divorced) 1993
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Table of Contents
A. PROPOSAL........................................................................................................................3
Introduction............................................................................................................................3
Target audience and develop appropriate objectives..............................................................3
Target audience..................................................................................................................3
Communication objectives..................................................................................................4
Critically evaluate current multi-channel campaigns.............................................................4
Campaigns and channels deployed.....................................................................................4
Marketing communications tools, channels, media, and creative elements...........................5
Original organising idea....................................................................................................5
Media decisions..................................................................................................................6
The link across all communication channels......................................................................7
Creative solutions aligned to the campaign organising idea.............................................8
Methods for the on-going evaluation of the campaign...........................................................8
B. REFLECTION.......................................................................................................................9
References................................................................................................................................12
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A. PROPOSAL
Introduction
Integrated marketing communication is referred to as a critical role in the area of
automobile marketing. The automobile purchase based on consumers over the product
qualities and features like reliability, price, durability, quality, brand image, and style. There
are many IMC tools offered to consumers that include all details (Završnik and Jerman,
2016). For Volkswagen, these tools of IMC offer the information and also help in developing
the image, which could appeal to the targeted audiences. Volkswagen applies every tool of
IMC to include the promotional mix for marketing vehicles (Završnik and Jerman, 2016).
The company also try to advertise magazines, TV, and newspapers with an aim to develop,
build as well as reinforce the brand image and awareness. Volkswagen also applies the direct
marketing tool to increase the interest of targeted audiences.
Direct marketing might cover the direct mail, like DVD’s, brochures, as well as
promotional offers to consumers. In this, the internet also plays an essential role in
automobile marketers. It is analysed that the internet has also become a significant IMC tool,
as consumers investigate the automobile queries and concern about the same on the internet.
Staying over the top of the marketing channels, Volkswagen is able to achieve success
(Završnik and Jerman, 2016). This report will analyse Volkswagen divorce commercial, came
in
https://www.youtube.com/watch?v=https://www.youtube.com/watch?v=aWaGgyCabPE and
will examine its object, target audiences, communication channels, and methods of
evaluation.
Target audience and develop appropriate objectives
Target audience
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Divorce is considered as the type of unhappy subject which advertisers like to ignore.
But in past years, divorce has come up as backdrop in marketers and advertising and is
identified by millions of couples all over the world, who want to dissolve their marriage life
(Autocar, 2015). Many advertising companies like Nissan Motor, Volkswagen, Volvo and
Ikea has applied the divorce in some of the other poignancy. Through the Volkswagen
commercial, the company target the couples of America who want to take divorce or has
chosen to feel good about themselves and be happy (Kidd, 2012).
Communication objectives
The objective of Volkswagen is to meet the considerable audience base by reflecting
the actual life as well as actual situations. For the company Volkswagen, this idea is to move
around the feeling of having new start or beginning by its 1993 commercial, which introduces
the Passet as mentioned by the spokesman of Volkswagen (Barth, 2013).
It’s a popular fact that there are around 43% of marriages which actually end up in
divorce. In context to this, Volkswagen has tried to make this whole situation light in this
depressing topic smartly (Barth, 2013). Through the company iconic advertisement, which
features Paula Hamilton as a model, who actually feel happy in disposing of her engagement
and wedding, her necklace as well as a fur coat.
But when she was about to throw her car keys, she realised that the Volkswagen car is
not something to ignore, as it’s something worth to go on the ride. This advertisement shows
the escapism of the model as well as a great pleasure (Ad age advertising century: the top 100
campaigns, 2018). This is something every person seeking a divorce can depend on, and all
this they actually need for.
Volkswagen, through this commercial, clearly shows the confidence of happiness by
its car. For a long time, this advertisement has come up with the tagline,’ if only thing reliable
in life, its Volkswagen’ (Volkswagen on D.I.V.O.R.C.E, 2017).
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