Volkswagen has turned to Edelman Public Relations to tackle public
perceptions that its cars are too expensive.
The agency won the pounds 90,000 fee contract to handle the PR slice of
Volkswagen’s ‘affordability’ campaign over a collection of agencies not
normally seen as motoring specialists including Pielle Public Relations.
The public programme will run alongside the car company’s current
television and press advertising campaign by BMP DDB Needham which uses
the tagline ‘Surprisingly Affordable Prices’.
Volkswagen is claiming its models have improved in price and
specification over the past 18 months and a surge in sales of 25 per
cent has been achieved. But research conducted by the car company showed
that the car-buying public still perceives its products to be more
expensive and less well specified than they actually are.
According to Edelman account director Christina Smedley, the agency is
planning to launch a ‘huge’ consumer media campaign to highlight
She said tactics will include profiling people ‘who look ordinary on the
outside but have done extraordinary things’ and testing people’s
perceptions of what is affordable.
Volkswagen head of press and public relations Paul Buckett said: ‘The
goal is a clear one and we are confident of results that will translate
into extra sales.’