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1VolkswagenATP™MonthlyFlashReportForSeptember2011ProvidedbyVolkswagenBrandMarketingandpreparedbyMillwardBrownissuedinOctober2011Contents•Part1:ResearchBackground3•Methodology3•Timeline4•Part2:AdDiagnostics5••ExecutiveSummary6•TVCandprintdiagnostics15•Part3:IndividualAdDiagnostics31•IndividualAdDiagnostics332HOW:WHO:•CAPIinterviewofapproximate40minutes•Continuoustrackingsamplesizen=800permonthWHERE:Beijing,Shanghai,Guangzhou,Hangzhou,Shenyang,Shenzhen,Chengdu,Xi’an,Xiamen,Jinan,Tianjin,Dalian,Zhengzhou,Taiyuan&Changchun•Carowners(65%)&Intenders(35%)Ofwhich•80%Male,20%Female•Aged22-50MonthlyQuarterlyAO200600A/A+300900A-SUV100300B200600TOTAL8002400ResearchBackground-Methodology3**AnyMPVmodeladswillbeincorporatedintoA/A+segmenttotest.ActivitiesAdscollectionFieldworkDataProcessingReportingDeliveryFacetofaceinterviewMidOctoberThismonthlyreportsummarizestheinformationcollectedinSeptember2011.4JuneResearchBackground-Timeline2011JulyAugustSeptemberOctoberContents•Part1:ResearchBackground3•Methodology3•Timeline4•Part2:AdDiagnostics5•ExecutiveSummary6•TVCandprintdiagnostics15•Part3:IndividualAdDiagnostics31•IndividualAdDiagnostics335A0TheAveoTVCdidexcellentlyon“Engagement”and“Enjoyment”,andwellon“Activation”and“CPI”.Scenesofcarracingwerehighlyengagingtotheviewers,thehighlightofthead,whichdeliveredthestrongpowerandgoodhandlingcapabilityofthevehicle.Theupbeatmusicmatchedwiththetoneofthead.Inaddition,theactresswasconsideredtobegood-lookingandcool.A/A+ThePeugeot408TVCdidexcellentlyon“Enjoyment”,andotherKPIswereonaverage.Thefamilycreativewasenjoyedbymostoftheviewers,andshowcasedthefamilycarpositioningofthemodel.However,suchcreativehasbeenusedmanytimesbeforebyothermodels,therefore,renderedtheadcreativelyordinary.Inaddition,theaddidnotshowcasetheuniquenessofPeugeot408fromothers.ManagementSummaryTVC6Aveo(30’)Peugeot408(15’)BTheMagotanTVCdidexcellentlyon“Engagement”,“Enjoyment”,“Activation”and“CPI”.Comparewiththepreviousteaserad,thisadhadaclearandcompletestoryline,whichwasinterestingandattractive.Thetwistintheendwasthoughttobeespeciallyunique.Furthermore,viewersalsolikedthemanyappealingfeaturesshowcasedinthead.,suchas,comfortableinterior,headlights,powerfuldrivingperformance,etc.TheRegalTVCdidaveragelyonmostKPIs,exceptforapoor“Recognition”.Theredcolorofthevehiclewaseye-catchingandimpressive.However,thefast-changingscenesandtheabstractvoice-overcausedconfusionamongviewers.Inaddition,duetotheshortlength,theaddidnothavesufficientinformationaboutthemodeltooffertotheviewers.ManagementSummaryTVC7Magotan(15’)Regal(15’)A0TheNewPoloprintperformedexcellentlyon“Productbrandlinkage”,“Engagement”and“Relevance”,andwellon“CPI”.Thefouryoungmendrewmostviewers’attention,andsuccessfullydeliveredtheemotionalmessageofpassionandthefunctionalmessageofstrongpowerofthevehicle.Moreover,thebackgroundandthecolorschemeoftheadwereinharmony,andwereconsideredtobecleanandfresh.TheMG3(1)printperformedaveragelyonmostKPIs,exceptforapoor“Recognition”.Theheadlinewascreative,fashionableanddeliveredthespaciousmessagetotheviewerswell.However,withthewordyheadlineandmanyothercreativeelements,theadwaswaytoocomplicatedandmessytobevisuallyappealingtotheviewers.8PrintManagementSummaryNewPoloMG3(1)A/A+TheRoewe550printperformedexcellenton“Engagement”,“Distinctiveness”and“Activation”,andaveragelyonotherKPIs.Theoveralltoneoftheadwasconsideredtobecoolandmodern.Thebluecolorofthevehicleandthestylishcharacterwereparticularlystandingouttotheviewers.Onthedownside,theadwasslightlytoobusyandthecharacterwasnotintegratedwellintothead.TheExcelleprintperformedpoorlyon“Recognition”,“Engagement”and“Distinctiveness”,andweaklyon“Activation”.Althoughthenewlaunchmessagewasdeliveredtotheviewers,thedullandoldcolorschemeoftheadwasnotappealing.Inaddition,someconsumershaddifficultyinunderstandingthepurposeoftenniscreative,whichdidnotseemtohaveconnectiontothecar.9PrintManagementSummaryRoewe550ExcelleA-SUVTheCR-VprintperformedaveragelyonallKPIs.Thepremiumimageofthemodelwasdemonstratedbytheelegantbackground,whichcamethroughtosomeviewers.However,thecolorofthevehiclewasnotlikedandbecameahindranceofthead.Moreover,thereflectioncreativewasnoteasytolookatanddilutedwhattheadintendedtocommunicate.TheQashqaiprintreceivedaveragescoreonallKPIs.Viewerslikedtheexteriorlookofthemodelandappreciatedbeingabletoseeboththefrontandthebackofthevehicle.Thenewlaunchinformationwascommunicatedwellthroughthestraightforwardheadline.However,themonotonegreycolorschemeandtheplaincreativeidealedtotheaverageperformanceofthead.10PrintManagementSummaryCR-VQashqaiBTheMagotanprintperformedexcellenton“Productbrandlinkage”,“Engagement”and“Activation”,andaveragelyonotherKPIs.Theadsuccessfullyshowcasedtheluxuriousimageofthecarmodelthroughtheeye-catchingmodelshotandthesophisticatedbackgroundcreative.Inaddition,thesimpleandstraightforwardcreativealsostrengthenedthedeliveryofthenewlaunchmessagetotheconsumers.TheLaCrosseprintperformedaveragelyonmostKPIs,exceptforweak“Recognition”and“Productbrandlinkage”.Thekeyfunctionalbenefitsofthemodelwerewell