Company: MWW Group, East Rutherford, NJ
Company Description: MWW Group is one of the five largest independent public relations firms worldwide and is known for its results-driven approach to public relations and “Aim High. Deliver” commitment to client service. MWW Group is a different kind of agency. Passionate, driven, highly experienced professionals with an entrepreneurial attitude, strategic thinking and flawless execution.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best New Product Introduction Event
Nomination Title: Showcasing the Surprisingly Sophisticated All-New 2011 Volkswagen Jetta
The date on which this nominated entry was first presented:
MWW was tasked with building awareness and excitement for the world premier of the all-new 2011 Volkswagen Jetta. The challenge was to help Volkswagen broaden their brand appeal to a more diverse group of consumers within its most difficult market (the U.S.), and create excitement for the all-new 2011 Jetta, one of the company’s most important vehicles.
The Jetta constitutes 50 percent of Volkswagen’s U.S. sales and has always done
well in the U.S. market. However, there was a stigma that Volkswagen targets
the “big-spenders” and not the average, “money-saving” consumer. MWW Group saw
an opportunity to break the stigma and showcase the new affordability and class-
up Jetta features to a mass audience, to prove to consumers that Volkswagen is
making vehicles to fit consumers’ everyday needs.
To ground this initiative in research, Volkswagen enlisted an outside market
research firm, to conduct a set of focus groups to better understand the
customer and how to position the Jetta. Research showed that compact sedan
owners, and those who intend to buy compact sedans, are typically consumers who
see their cars as fuel efficient and practical. When focus groups saw photos of
the new Jetta they commented on the combination of great design and price
creating a “Wow!” factor. Our launch needed to capture this excitement and
give opportunities for prospective customers to see and experience the Jetta.
MWW Group created a multi-pronged strategy including a launch event in the
heart of Times Square. On June 15, 2010, MWW Group kicked off the summer
season with the international launch of the Jetta in Times Square, NY. MWW
Group created a sophisticated and serene “urban oasis” atmosphere where crowds
of New Yorkers, tourists, media and influencers could bask in the sun and be
the first to see the new 2011 Jetta while enjoying a musical performance by pop
superstar Katy Perry.
As a follow-up to the widely covered Times Square launch- which attracted more
than 3,500 people and 160 reporters-media from all over the world were invited
to an exclusive, invitation-only, test drive event held in the San Francisco
area. Media learned about the vehicle from product experts at a briefing and an
insider’s tour of Volkswagen’s Research Laboratory in Palo Alto. More than 150
journalists including bloggers, participated and they all filed positive
stories highlighting the stylish design, performance and innovation of the new
In September, the last leg of the program was a consumer activation which
included a fleet of 30 Jettas that transported fashion-savvy shoppers to New
York’s second annual Fashion’s Night Out. Fashion designer Diane von
Furstenburg greeted shoppers as they stepped into the vehicles through a
personal voiceover welcoming shoppers to the event and encouraging them to
enjoy their extra legroom in the all-new 2011 Jetta.
The event cast fashion’s spotlight on the sophistication and style of the Jetta
and garnered media coverage across fashion and lifestyle media including Vogue,
The New York Times, Us Weekly, The Wall Street Journal, OK! Magazine, Good Day
LA, and NY1.
Briefly describe the nominated event's communications objectives and how it met those objectives (up to 500 words). After this description, provide URLs to online photographs, video clips, press clippings, etc. that will portray the event for the judges. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
Executive Vice President, Global Consumer Lifestyle Group
David Herrick is an executive vice president in MWW Group’s Global Consumer
Lifestyle Group. Herrick brings more than twenty years of experience leading
consumer marketing programs for major global brands across the consumer
lifestyle, technology and health sectors.