Volkswagen conducts VWDetourist campaign
Automaker Volkswagen Canada has begun an online campaign promoting its TDI line of diesel engine vehicles. The campaign, developed by DDB Canada and Tribal Worldwide, is centred on a new website at <http://www.vwdetourist.ca>. The material focuses on the fuel efficiency and of the vehicles by encouraging consumers to plan a detour rather than taking the direct route on a summer drive. The creative also depicts the vehicles as fun to drive.
The site offers a route planner to various popular destinations in Quebec, Ontario, Alberta and British Columbia. The routes are intended to avoid traffic and pass interesting waypoints, restaurants and attractions. The site will also estimate the fuel consumption of a TDI diesel engine vehicle compared to other models. In addition, it contains a collection of information about TDI engines and offers the ability to book a test drive at a Volkswagen dealership.
"Hybrid and electric cars might be fuel efficient, but people who buy them don't really choose them for the enjoyment of the drive," said Rob Sturch, creative director at DDB Canada. "TDI satisfies drivers who want more than just an efficient way to get from A to B, those who want a car that scratches that performance itch too. Our site helps these drivers avoid the regret of sitting in traffic, and helps them enjoy open road performance by heading off-the-beaten for a detour instead."
The campaign also includes promoted social media posts on Twitter and Facebook, as well as search engine advertising until the end of the summer.