Canada's Next Top Ad Exec - Pitch for VW Routan

Living the Volkswagen Life Canada’s Next Top Ad Exec March 31 st , 2009 Le Méridien King Edward

Who Are We? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Business Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

What We Know ,[object Object],[object Object],[object Object],[object Object],What is the state of the industry? Living the Volkswagen Life

[object Object],[object Object],[object Object],[object Object],[object Object],What We Know Living the Volkswagen Life

[object Object],[object Object],[object Object],[object Object],What We Know Living the Volkswagen Life

Volkswagen Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

[object Object],[object Object],[object Object],Living the Volkswagen Life

Routan Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Routan Positioning ,[object Object],[object Object],[object Object],Living the Volkswagen Life Automaker Routan Value Advantage Honda Odyssey Comfortline: $3977 Trendline: $3422 Toyota Sienna Comfortline: $-309 Trendline: $421 Dodge Caravan Chrysler Town & Country Comfortline: $3350 Trendline: $1304

Routan Positioning ,[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Competitor Positioning ,[object Object],[object Object],[object Object],Living the Volkswagen Life

Positioning Model Living the Volkswagen Life

Brand Positioning Statement ,[object Object],Living the Volkswagen Life

Target Audience Living the Volkswagen Life Demographics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Psychographics ,[object Object],[object Object],[object Object],[object Object],[object Object]

Consumer Insights Leanne McLenan, 24 VW Rabbit Owner Living the Volkswagen Life

Consumer Insights ,[object Object],[object Object],Living the Volkswagen Life

Communication Objectives ,[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Current Advertising Living the Volkswagen Life

Creative Theme ,[object Object],[object Object],[object Object],Living the Volkswagen Life

Creative Support ,[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Direct Marketing ,[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Internet Media ,[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Internet Media ,[object Object],[object Object],[object Object],Living the Volkswagen Life

Print Media ,[object Object],[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Out-of-Home Media ,[object Object],[object Object],[object Object],Living the Volkswagen Life

Budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Living the Volkswagen Life

Media Chart Living the Volkswagen Life

[object Object],[object Object],[object Object],Conclusion Living the Volkswagen Life

[object Object],Living the Volkswagen Life

Canada's Next Top Ad Exec - Pitch for VW Routan

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Canada's Next Top Ad Exec - Pitch for VW Routan