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VW looks to drive home new brand positioning

German car giant Volkswagen is launching its first dedicated Middle East brand building campaign with the specially created tagline “It gets me”.

German car giant Volkswagen is launching its first dedicated Middle East brand building campaign with the specially created tagline “It gets me”.

The automotive giant, which opened its first office in the region just ten months ago, hopes the new brand positioning will better communicate what VW stands for to customers in the region.

The new tagline is being supported by a region-wide press and outdoor campaign that has been developed by the company’s regional advertising agency Gulf Promoaction, which is part of the car giant’s global creative agency DDB Worldwide.

Iris Kraska, marketing and PR director at VW Middle East, said while the company’s global tagline “For the love of automobiles” would remain, it had decided to develop a brand statement for the Middle East market in order to bolster the car firm’s market share.

“The campaign is about VW, who we are and what we stand for,” she said. “While many people in the region know the VW name, not many people know what VW stands for and what it means.”

Andreas Prinz, managing director at VW Middle East, added: “This is the new tag line for the brand around which activities in the whole Middle East will be centred. This initiative will focus on customers’ mindset, lifestyle and will bring people together from all walks of life.”

The creative work for the ads was developed and shot in Dubai. The firm is capitalising on the World Cup, with a series of football related images, which Kraska said reflects the “human” aspects of the brand.

The ads, which are due to break this week, will run in both newspapers and magazines across the region, initially for three weeks. Outdoor is also being used. The brand messaging will be followed with a series of ads focusing on specific VW models.

Kraska said: “It’s more than just a mere press campaign that declares yet another positioning statement. People are going to feel it first hand.”

Car manufacturers are amongst the biggest spenders on advertising in the region.

According to figures from Ipsos-Stat, three of the top ten ad spenders in the UAE during 2005 were automobile companies. The figures, which are based on rate card and do not include discounts, show that General Motors is estimated to have spent US$8.1 million, Nissan US$6 million and Daimler Chrysler US$5.9 million.

In Saudi Arabia General Motors was the third biggest spender according to the figures, with an ad spend of US$15.8 million, while Toyota was the sixth largest at US$11.65 million.

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