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Iris > 实例探究 > 将文化资产转变为商业资产

Revitalizing Brand Advertising Strategy for Volkswagen Commercial Vehicles

技术

功能应用 - 企业资产管理系统 (EAM)

适用功能

销售与市场营销

用例

资产健康管理 (AHM)
资产生命周期管理

挑战

在信贷紧缩、以交易为导向的市场中，如何克服价格溢价？

关于客户

大众汽车

解决方案

用长期的情感利益来消除这种短期的理性障碍。我们通过充满情感的电视广告提醒驾驶员，车主与世界上最伟大的货车品牌之间有着长期而值得信赖的联系。我们在更深层次上与观众建立联系，并通过唤起大众汽车品牌成为标志的时代来巩固大众汽车在文化中的地位。

运营影响

The implementation of the emotional TVC and broader content and social advertising strategy has resulted in significant operational benefits for VWCW. The brand has been able to connect with potential customers on a deeper level, reinforcing its place in culture and reminding drivers of the long and trusted bond between owners and the brand. This has helped to neutralize the short-term rational barrier of a price premium, making VWCW a more attractive option for potential customers. The brand has also seen a significant improvement in its position in the commercial vehicles category, moving from 4th to 2nd place.

数量效益

VWCW has become No. 1 for brand attractiveness in its category
VWCW is now the most considered van in its category
Volkswagen has moved from 4th to 2nd in the Commercial Vehicles category

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