The presence of Volkswagen in film and advertising will increase five times by 2020
The Volkswagen brand plans to improve its marketing efficiency by about 30 percent by 2020 at the same time as keeping its marketing budget approximately stable at 1.5 billion Euros.
The digital share of the media mix is to grow to almost 50 percent by 2020 (in 2015 it was around 25%).
Against the backdrop of an increasingly personalized way of addressing customers, the number of campaign elements such as films or advertisements will increase about fivefold.
In future, the Volkswagen brand will reduce its global network of about 40 agencies to three lead agencies. The Omnicom Group is to be responsible for Europe and South America, and WPP for North America, while Cheil will continue to be active for the Volkswagen brand in China.
From 2019, Volkswagen is to pool its marketing activities in these regions in four new powerhouses, which are to be established in Berlin, New York, São Paulo and Beijing.
The changes in marketing will focus on four main areas. In the product area, the key topics in 2019 will be the eighth-generation Golf and the ID. Both cars will be fully connected, also allowing direct digital services for the customers in the car.
In addition, Volkswagen intends to set up new digital platforms such as the new online sales platform for the digital “We” services such as the digital delivery service “We Deliver”.
Volkswagen and Diconium are developing a sales platform where customers will be able to purchase and manage on-demand functions for the connected vehicle in the future.
The brand expects about 360 million visitors to its global website in 2020 alone, 70% more than in 2015.
The new approach to marketing will also require a change of style: the brand new design, rejuvenated and modernized, will probably be presented next spring.