Volkswagen Group Malaysia has collaborated with music festival Urbanscapes to promote the Polo Sedan.
“While the car is ideal for families and young executives, we are not limiting our reach,” says Petra Schreiber, director of marketing and communication, Volkswagen Group Malaysia.
Through the campaign, VW aims to increase mindshare and recall for Volkswagen, especially the Polo Sedan, among audiences of Urbanscapes.
VW introduced two Facebook contests – “Colour Your Ride” and “Polo Sedan Photobomb Contest”, giving contestants a chance to win a Polo Sedan, meet singer-songwriter Yuna in person and Urbanscapes tickets worth RM474.
VW is also engaging with its audiences through road shows and radio cruisers.
“We strongly believe that by tying up with an event as eclectic as Urbanscapes, we are reaching to another generation of consumers, one that is informed, enjoys the finer things in life and will appreciate what Volkswagen has to offer,” said Schreiber.
Apart from that, Volkswagen will also invite selected bloggers to test drive Polo Sedan from November to December as part of their blogger engagement initiative.
This is the first time VW has collaborated with Urbanscapes.