Abstract:
As the world’s largest automobile producer, Volkswagen’s global presence is significant yet it’s
market visibility in Pakistan has dwindled since the 1970s due to the increase in foreign import
taxes and lack of local production. However, the classic Volkswagen vehicles still have a
significant following amongst the local population. This is where the Volkswagen Club of
Pakistan plays a significant role.
The promotional campaign for Volkswagen Club of Pakistan (VWCOP) took place over the span
of four months with the long-term goal of increasing the club’s public recognition, revamping
the brand’s online presence and public image and creating interest about the brand amongst new
audiences. Our primary audience was the club’s key demographic of Volkswagen owners and
enthusiasts and the secondary audience was young, classic car enthusiasts residing in the
Islamabad-Rawalpindi area.
The campaign included both digital marketing as well as on-ground activations. The
effectiveness of the campaign will be gleaned through analysis of social media metrics at the end
of the four-month time span.
Keywords: Public relations, Volkswagen, Classic cars, Vintage cars, Nostalgia, Car enthusiasts,
