Launch of the new VW Bus. Concentration: Strategy, Idea

1. VW Bulli Bus
Elissa Dailey Jiri Jon Iram Onel Kathleen Rotschild Kate Worthey

3. Target Audience

4. The “Hot Mamas”
Playful
Trendy
Stands out
Bold Confident
Trail blazer
Driven
Involved
Social
Loyal
Independent
Energetic
Community
Centered Loving
Busy
Family oriented
Responsible

6. Insights

7. The mom every woman wants to be.
When I grow up,
I’ll let my kids eat
candy all day!

10. Strategy

11. Advertising will
tell the Hot
Mamas
that the VW
Bulli Bus will
bring out
their inner
BOLD.

12. Objectives
• News coverage
• Create awareness
• Buzz
• Word of mouth
• Engagement with social media
• Build a Bulli Bus community
• Inspire the target audience

13. Community

14. Creative Ideas and Executions

15. #momsgonewild Launch
• New York City • Atlanta
• Boston • San Francisco
• Chicago • Dallas

16. Outdoor
• In locations that busy moms frequent
– Grocery stores
– Gyms
– Public parks or playgrounds
• Experiential
• Non-traditional
• Goal: High levels of engagement

17. Outdoor Example: Shopping Cart
Side View Aerial View Front View

18. App
P.S.
Freya is the
Norse
Goddess and
Warrior
Queen of
Love, Fertility,
Sexual Desire

19. Collaborative
“Show Us Your Bold” Contest
Step 1: Submit Audition Video
Step 2: Vote for your Favorite

20. Step 3: Road Trip

21. Step 4: Follow and Support your Team
Step 5:

22. Thank you for your attention