ISTANBUL - Volkswagen and Dogus Otomotiv, its Turkish distributor, are launching the Lupo in Turkey without placing a single car at dealer showrooms. Instead, in what is a marketing first for VW, the car is being sold only on the Internet.
'We wanted to market this innovative product in an innovative way. What is a better way than the Internet in an online world?' said Muat Eser, marketing manager, Dogus Otomotiv.
Medina Turgul DDB Worldwide has created a print launch campaign which deliberately provides no visual or written information on the Lupo, instead directing readers to the website (www.e-lupo.com).
To purchase a Lupo, customers are asked to pay the first installment with a credit card on the site. Then the car is delivered to the nearest dealer in the city specified by the customer.
The campaign includes banner advertisements and online sponsorship.
Meanwhile, back in Germany, Volkswagen has moved its estim-ated E10 million direct marketing business to DDB-owned Fritsch Heine Rapp Collins, Hamburg, from FCB/Wilkens Direct.
The change is effective December 31 except for one secret project on which Fritsch Heine RappCollins starts work immediately.
The move follows the mer-ger of Bozell and FCB. Bozell handles DaimlerChrysler's Jeep brand. The loss is a blow to FCB/Wilkens as its E20 million billings (1999 figure) is automatically halved.
Fritsch Heine Rapp Collins 1999 billings were about E80 million.