Myanmar · Brand & Creative Communications
Volkswagen: A Digital First Entry into Myanmar
Ahead of its entry into Myanmar, Volkswagen needed to create awareness and open a dialogue with affluent SEC A and B consumers. Ruder Finn Era ran a digital first programme with a content strategy grounded in research on current and aspiring VW owners. The page became one of the fastest growing automotive pages in Myanmar and drove showroom visits.
The challenge
Volkswagen was preparing to enter Myanmar and needed the market to know it was coming. The brand had to build its image among SEC A and B consumers in an engaging way, start a conversation before showrooms opened, and support the sales effort once they did. In a market where established Japanese brands dominated, a European newcomer needed to establish why it belonged.
Our solution
Ruder Finn Era proposed a digital first approach to support both brand building and sales. The content strategy was not guessed at: it was crafted from research into two groups, people who already owned a Volkswagen and people who aspired to, so that the page spoke in a voice both would recognise.
Social and digital channels became the brand's front door in Myanmar, carrying the dialogue from awareness of the impending entry through to the practical business of encouraging showroom walk ins and appointments.
The results
The page became one of the fastest growing in Myanmar's automotive sector, and the client reported that rising awareness among the target audience led to more showroom walk ins and appointments.
- Client
- Volkswagen
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Digital Experience, Integrated Brand and Creative
- Sector
- Automotive
- Engagement
- Retainer
