Volkswagen Singapore has ventured into podcasts with its latest campaign to reach out to consumers interested in electric vehicles. It understands the turmoil that consumers feel when transitioning to EVs. As such, Volkswagen strives to tackle ‘range anxiety’.
The German carmaker partnered with Acast, a podcast company, for an episode and crisscrossed Singapore in the all-electric ID.4, highlighting the vehicle’s range in a relatable and engaging manner food tour.
Daniel Lim, co-host of The Daily Ketchup, said they have always believed that commercial work doesn’t detract from good content – it empowers and enables them to innovate. “Typically confined to our podcast set, this branded content allowed us to take our show outdoors, adding a fresh and dynamic element to our format.” Lim also composed a ballad for Volkswagen, which fans call ‘The Volkswagen Song’.
Isabela Pascu, head of marketing and communications at Volkswagen Group Singapore, said they are pleased with the campaign’s success. “Our first automotive feature with The Daily Ketchup team surpassed our expectations in terms of viewership and engagement metrics,” she said. “The positive feedback highlights the significant impact of our campaign, with a 55 percent lift in brand awareness and 114 percent lift in purchase consideration.”
Pascu shared that the episode with The Daily Ketchup highlighted the importance of localization for a successful campaign. “We value our partnership with the podcasters and look forward to future collaborations. Podcasts, with their on-the-go and on-demand format, will remain a key component of our advertising strategy moving forward.”
Andrea Teo, content director at DRUM, said they wanted a fresh approach to launching the ID.4 that appeals to drivers and non-drivers alike. “We found that a podcast not only puts us in the space of a broad outreach but also offers the opportunity to tailor content that is meaningful to both the brand and the audience.” He highlighted that this is Volkswagen’s initial foray into podcasts and the first on-road podcast episode with The Daily Ketchup.
Also Read: “It’s A Cake, You Biscuit” – McVitie’s Takes On Jaffa Cake
