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  • Talking Newspaper

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    Akhilesh Chadha
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    Volkswagen launched an advertising campaign for its Vento sedan where newspapers talked to readers. About 2.2 million copies of newspapers in 5 major Indian cities had a small solar-powered device attached that played an audio clip about the Vento when the paper was opened. This was the first ever talking newspaper ad campaign. It aimed to create brand awareness for Volkswagen in India at an estimated cost of 6 crore rupees. While it was innovative in generating media attention, some felt it irritated readers as there was no way to turn off the audio. The campaign targeted a small portion of India's large population.

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    talking newspaper

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    Volkswagen launched an advertising campaign for its Vento sedan where newspapers talked to readers. About 2.2 million copies of newspapers in 5 major Indian cities had a small solar-powered device attached that played an audio clip about the Vento when the paper was opened. This was the first ever talking newspaper ad campaign. It aimed to create brand awareness for Volkswagen in India at an estimated cost of 6 crore rupees. While it was innovative in generating media attention, some felt it irritated readers as there was no way to turn off the audio. The campaign targeted a small portion of India's large population.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    9 views8 pages

    Talking Newspaper

    Uploaded by

    Akhilesh Chadha
    Volkswagen launched an advertising campaign for its Vento sedan where newspapers talked to readers. About 2.2 million copies of newspapers in 5 major Indian cities had a small solar-powered device attached that played an audio clip about the Vento when the paper was opened. This was the first ever talking newspaper ad campaign. It aimed to create brand awareness for Volkswagen in India at an estimated cost of 6 crore rupees. While it was innovative in generating media attention, some felt it irritated readers as there was no way to turn off the audio. The campaign targeted a small portion of India's large population.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    VOLKSWAGEN’S TALKING

    STRATEGY
    DETAILS OF THE CAR
    I. NAME OF THE CAR:- VENTO

    II. NAME OF THE COMPANY :- VOLKSWAGEN

    III. PRICE OF THE CAR :- 10,00,000 (INR)

    IV. SEGMENT :- SEDAN

    V . VERSION :- BOTH PETROL AND DIESEL


    INTRODUCTIO
    N
    • Readers of The Times of India in Mumbai, Delhi,
    Bangalore, Pune and Chennai woke up to the
    surprise of their newspaper 'speaking' to them
    about the Vento

    • the first ever advertising campaign of this type in


    the world.

    • It was made possible by a light-sensitive device


    weighing just a few grams and pasted on the final
    page of the paper's special 10-page section.

     Around 2.2 million copies talked on 21 september


    2010.

    • the starkly different advertisement has drawn


    excited comment for its innovativeness and
    potential to become a trendsetter on social
    networking sites and among media professionals
    HOW THAT REALLY WORKS!!!!!!

     The Volkswagen newspaper ad works on simple


    solar technology, using a PhotoDiode.

     A PhotoDiode is a small photodetector tool that can


    convert light energy into electrical energy, like those
    present in solar calculators. This electrical energy is
    then converted into sound energy, when the audio
    speaker in the little gadget begins saying its lines.

     When a person opens the newspaper, the natural


    light activates the PhotoDiode, which begins playing
    the sound clip.

     The estimated cost of this ad is around  6 Crore and


    Rs 5 for each newspaper.
    ADVANTAGES
     To create Brand Awareness and to enter into all
    segments in the coming years.

     Even 1 % conversion would mean recovering the


    cost.

     Global Player – 6 crores is not big money!!

     The Media hype this sort of advertisement would


    generate online and offline, the number of
    conversations online(blogs, tweets etc).
    DISADVANTAGE

     Other major cities like PUNJAB, BANGLAORE, GUJARAT


    were left out.

     People were really got irritated because there was no


    switch off button.

     India population is 1.15 billion but only 2.5 million people


    were targeted
    VIDEO
    THANK YOU

    SUBMITTED TO SUBMITTED BY

    Ms GEETA MISRA AKHILESH


    CHADHA
    A3110109007
    BFIA

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