We have been in charge of Volkswagen’s media space lease since 2009. When launching the new Volkswagen Crafter Furgon and Keson, we needed to communicate the advantages of each model and the favourable financial scheme to the traders, small entrepreneurs and vehicle purchase decision makers in larger companies. In the end, we used a combination of traditional and BTL media for the Volkswagen Crafter campaign.
We used a combination of TV advertising, printed media and radio ads. We leased TV ad space during thematically suitable shows for the business public, with above average view ratings within the target group. We showed the ads during all sports programmes and during the current sport events. We also leased ad space in daily newspapers, logistics-themed journals and printed media aimed at entrepreneurs. As the target group spend a lot of time on the road, we also targeted it with advertising on all larger national radio stations.
The BTL ads were strategically placed in spaces that are almost impossible to avoid and where the visitors spend enough time to read the entire message. As such, we placed the ads in men’s toilets in coffee shops and restaurants in industrial areas and by the local roads, where the target group drinks their morning coffee and eats their lunch.
Thanks to sponsorship of the TV show Delovna akcija, the product was linked to the content of the show and its advantages were shown to the viewers in the form of product placement.