Volkswagen Singapore has run a cheeky promotional campaign which gives mystery gifts to those with the letters “L”, “O” or “W” in their names. The move comes on the back of an eight-year low Certificate of Entitlement (COE) premium amount in Singapore.
Together with Tribal Worldwide Singapore, Volkswagen also ran print ads and a social media campaign to publicise its promo which aims to gift car buyers with more value. Customers who qualified were rewarded with mystery gifts worth more than SG$1,000 when they purchased a new car – in addition to paying less for COE premiums. View the ads here:
“Customers were already excited about getting a lower COE. So we decided to throw in something that would sweeten the deal. It was a novel promotional mechanic that leveraged on a trend of falling COEs,” Jamie Lee, general manager of marketing and communications at Volkswagen Group Singapore said.
Last year, Volkswagen Group Singapore appointed Tribal Worldwide Singapore following a pitch involving six agencies. This saw Tribal Worldwide spearheading brand campaigns as well as retail marketing programmes for all business divisions, including new and used car units. The agency will also take charge of developing integrated communication plans, spanning ATL, digital, social, mobile and CRM.
In 2016, the automotive brand appointed PHD as its global media agency, effective from January 2017. The billings are estimated to be in excess of US$2.5 billion. The intensive eight-month pitch process saw PHD pitching against incumbent MediaCom and IPG Mediabrands.
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