DMG, China’s leading full-service advertising and communications agency, has unveiled a transmedia marketing campaign, featuring a tongue-in-cheek Hollywood-style awards ceremony to position Volkswagen’s new CC model at the heart of China’s luxury car market.
An irreverent television commercial featuring a glamorous couple being mistaken for film stars is at the heart of the campaign, which is bolstered by radio, print, online ads as well as an experiential road trip starting in the wine country of California, taking in a Hollywood studio lot, and culminating in a glamorous party at the top of the historic Roosevelt Hotel in Los Angeles.
DMG opened the campaign with a glitzy Oscars-style red carpet event in Shanghai, attended by VIPs, the media and paparazzi. The tongue-in-cheek awards show featured the new CC receiving awards for individual features and design aesthetics.
The television commercial exhibits a similar light hearted sentiment. A VW CC glides to a halt at the end of a red carpet in front of a group of waiting photographers. Its driver emerges amid the glare of flashing bulbs, but bemuses fans and security personnel alike by returning to the car with ice cream for his passenger rather than attending the ceremony.
The campaign uses the slogan ‘Glamour Comes Standard’, in recognition of the value shift away from ostentatious displays of wealth to sophistication and self-expression in China.
Dan Mintz, the founder and chief executive of DMG, believes transmedia storytelling captures the lifestyle owners of a Volkswagen CC can aspire to. The campaign demonstrates the down-to-earth sophistication required of brands hoping to crack the lucrative Chinese consumer market.
FAW-Volkswagen also asked DMG to make use of the transmedia approach to execute other aspects of the campaign, including online advertising, brochures and dealer guidebooks around the launch.
The VW CC, which combines the luxurious comfort of a sedan with the design sophistication and sportiness of a coupe, is the most advanced car ever built by the Wolfsburg-based firm at its factories in China.
It is also a new concept for an auto-manufacturer known for their mass appeal ‘people’s cars’ and marks an uplift in the brand’s image and a new definition of its future.