The city car is aimed at young urban drivers and so the campaign aims to engage its target audience through Facebook with its ‘Big up the Up!’ campaign.
The brand invites Facebook fans to “big up” the car by sharing a number of complimentary statements about Up! with their friends. VW will return the compliment on its digital billboard ads.
Kirsten Stagg, national communications manager for VW, says that the Up! campaign is part of VW’s broader ambition to grow its market share by reaching new audiences in the UK. It hopes to increase its current 9.2% market share to 10% by next year.
“The new car market is traditionally older because of the available disposable income, but with the Up! model there is a definite opportunity to reach a different audience.”
She adds: “Consumers aren’t interested in hard sell messages from brands on social media so we wanted to do something fun that raised awareness and talked about the benefits of the model.”
The outdoor ads will run across Ocean Outdoor’s digital sites in London and Liverpool.
The social media activity is part of a wider awareness raising campaign that includes TV and press activity and traditional outdoor billboards.
Users must give permission for the app to use their images and data in billboard apps.