MarketingVOX: Volkswagen is launching a campaign from Crispin Porter + Bogusky for the new Eos convertible aimed at 30-54 year-old “accomplished females.” The push steers clear of a TV buy.
The campaign features an online boutique that sells silk scarves to shape and extend the car’s brand identity reports Adweek. The site, eosboutique.com, launches this month. It features an Eos line of wraps, silk scarves and blankets designed by Lutz & Patmos and Hable Construction.
The goal of the boutique, and the surrounding advertising, is to establish the Eos brand as something to be prized by the target demographic, the 30-54-year-old “accomplished female,” said Amy Gushman, brand marketing manager at VW.
VW looks to drive website traffic through online executions as well as ads in Cookie, Moore and Vanity Fair. The print component breaks in February.
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I’ve often considered VW’s marketing efforts pretty sophisticated, and they are certainly wise to target “accomplished females.” However, I’m not sure this luxury scarves/blanket boutique idea will be an effective brand extension. Accomplished females, like accomplished males, may just want a fun, sporty, quality car. Did the VW/CP&B research find that the target market would be extra attracted to a car that had some connection with luxury accessories? Would they do something like this for an accomplished male market?