2014 Jetta Strategy Summary Sustaining Phase
When consumers see the new design of the New Jetta in TVCs, print ads, online or in showrooms it is usually (60% +) “Love at First Site.”
Prior to experiencing the New Jetta design and communications consumers have problems with the “old” Jetta brand image. After they have taken a good look at the New Jetta they are very impressed. The exterior is No. 1 reason for considering and buying the Jetta.
“Seeing is Believing”
Digital and comments from friends are the biggest influencers for Jetta purchases especially auto magazines, auto websites and auto events. Dealer show room and driving schools are also important purchase influences.
Use Driving School Leadership!
Over 20 million new driving licenses are given out each year. The New Jetta is a vital part of this learning process as via driving schools. Lets build on this driving school relationship and move away from the “old taxi” image. There are over 4 million car accidents in China each year and the Jetta helps to make us better drivers and a safer society.
Result2014 23rd July On Air2015 1st Jan On AirChina Drive BetterThe core communication objectives are teaching Chinese drivers driving skill and better driving habits to establish good Jetta Brand Image and improve brand satisfaction. While promoting public attention on Jetta brand, attract more potential customers into dealer showroom1.Sales promotion and increase potential customers into dealer showroom2. Good Jetta Brand Image and show corporate social responsibilityAs the TOP 1 automobile brand, Jetta shoulders great responsibility to be the first car of Chinese people. Online videos focus on the common driving problems, showing Jetta take china’s road safety as responsibility and cares of national car.Communication ObjectivesResultJetta Traffic
Total Views：89,101,544 Jetta SportlineJetta brand should build on its reputation for “technological reliability” and “trustworthy quality” while improving it’s younger image with Sportline.
For over (75%) of respondents the New-Jetta compared to the previous Jetta is Younger and More Fashionable, Better Performing and has a More Attractive Exterior.
About (50%) of consumers positively view Jetta’s over 20 years history in China because it establishes strong brand associations with “trustworthy and technological reliability”.
ResultTVCPrints
