Righting a wrong; Volkswagen's VW suite

 ‘You’ve got to have a problem that you want to solve; a wrong that you want to right.’

-Steve Jobs

Call it a hangover from the movie ‘Jobs’, or call it a happy coincidence. But when I saw this Volkswagen ad today after last night’s movie, it felt like pieces of a jigsaw puzzle just fit in to complete a seemingly pretty picture. Everyone knows this quote by Jobs and the fact that he has single handedly changed the way we look at marketing, design and product development today. But what struck me as serendipity was this lovely initiative by Volkswagen.

http://www.youtube.com/watch?v=iTRClbgOAq0

The need was one that other auto players didn’t recognized- drivers preferring to drive sleep deprived than pull up at a highway motel. This initiative by Volkwagen screams the message out loud like no other- ‘There is a problem, a wrong that we want to right’. But what they have also managed to convey subtly, or otherwise are:

1. Their inclination to social responsibility: In a day and age when every brand is trying to communicate their message by joining the ‘Social responsibility’ bandwagon, VW has shown it’s a cut above the rest. VW has chosen to drive home (pardon the punning!) a simple thought- Stop. Rest. Go. And they have focused on addressing a real problem - accidents caused by fatigue, on the highway, with a simple yet powerful insight. Dirty rooms, unclean sheets and beds, filthy bathrooms and no amenities disgust people enough to run the risk of driving fatigued. By redesigning and refurbishing one room in every motel, VW offers an immediate solution to a very real problem. While one room on each major highway seems like an inadequate solution, it definitely marks the starting point of the solution.
2. The membership into an exclusive club: What this ad also does is to discreetly create a VW owners club. 'Free with your Volkswagen key'. By offering free stays for VW owners, the brand clearly suggests that this is a privilege that it wants to offer to its customers. A sort of a payback for their purchase. Very similar in nature to the lounge access offered to frequent flyers by airlines, Volkswagen is creating a clear distinction between those who own VW cars and those who don’t.
3. A ‘wow’ factor -Consumer Delight: To a VW owner who travels down the selected highway fighting fatigue, the VW suite could prove to be nothing short of manna from heaven! In one sweeping initiative, VW could earn the loyalty of a satisfied customer. And to a non VW owner, it could potentially stack up the odds of moving VW into his or her consideration set at the time of the next purchase! 

What’s great about this ad is the fact that it addresses a problem that people know they have, yet don’t have a solution to. And by offering a solution, VW has demonstrated that it’s serious about ‘righting a wrong’.

Reality Check

I always find new and fresh approaches to marketing and advertising stimulating to say the least. And that’s what I love about the VW ad approach. However here’s a reality check to put this initiative into perspective.

VW had a market share of 20% in Argentina (the market in which this ad was released) in 2012 which fell to 18% early this year. The overall fall in the car market could be to blame for this drop, yet, it makes one wonder- will one room on a few highways really affect the key brand and sales metrics? Will the current 18% be bowled over with their membership to the Volkswagen family through the VW suites? Will those who don’t currently constitute the 18% be compelled to consider a VW?

Some of the other questions that linger are if this initiative really addresses the problem of reducing the number of sleep-deprived drivers on the road. And hence reduce accidents. Another statistic that I am curious about is whether this initiative will increase the membership of the Volkawagen family.

Though VW still holds the top position in the Argentinian car market, it remains to be seen if this advertising is going to help boost sales and market shares. To put it bluntly, will this initiative show VW the money, honey?

Reference source: focus2move.com