Results and Effectiveness

We delivered massive reach: Our silver press invitation reached 4.4m readers in a single day Anything4Jetta was India’s biggest-ever Twitter event, reaching 9.5m unique users and generating 10,000 tweets per day in the first week, totaling 280,000 tweets by the end of the campaign The MTV live event was watched by 9m viewers Our Swayamvar created the emotional bond we wanted with our target: Brand sympathy and brand confidence scores hit 74% and 77% respectively - making Jetta the No. 1 in its class. And that connection drove revenues through the roof - sales rose 143%

Creative Execution

Our Swayamvar challenged India to do “Anything4Jetta” - offering them a platform to compete and express themselves. INVITATION: We wrapped the two top dailies in a custom-made silver sheet, creating a metallic wedding invitation to get India to participate -the biggest Swayamvar announcement ever and a media first! RSVPS: Digital activity encouraged suitors to register on the Anything4Jetta website and to use #anything4jetta on Twitter. MAKING AN OATH: Suitors had to tweet, call, message or write detailing the craziest thing they would do for Jetta. Those who made the most outrageous promises were then asked to perform their “act of love” in front of a live audience on MTV - the must-watch channel for our target audience. WALKING DOWN THE AISLE: After consultation between VW and the MTV VJs, we gave away our bride - the beautiful VW Jetta - to the most worthy suitor on national TV.

Insights, Strategy and the Idea

India is the world’s most competitive car market, with 30 new launches yearly. VW is a relative newcomer. We needed to create a memorable connection between our target and the new VW Jetta. Our insight was that, as India progresses rapidly, people worry that they are losing touch with old traditions. These old customs still mean a lot to today’s Indian population, but they find it difficult to fit them into their busy, modern lives. We believed that if we could bring back an old tradition, but in a form that made it relevant today, we could make a powerful connection with consumers. So we brought back SWAYAMVAR, where suitors compete for the hand of a beautiful princess by proving their worth. We would bring Swayamvar into the 21st century by launching a nation-wide competition, asking suitors to perform outrageous “acts of love” to win our modern-day princess: the Jetta.