Volkswagen enters the world of true new media with En Route's, Flo

Europe's leading automobile manufacturer Volkswagen has become the first automotive company to step into the Indian world of true new media with interactive in-taxi advertising. They have partnered with Mumbai-based, En Route Media, who are the sole providers of this distinct medium of advertising in the country.

En Route Media, the leading provider of engagement in India's OOH space, has introduced a network of digital screens. This new source of in-traffic entertainment has aptly been named Flo. It is India's first ever in-taxi entertainment companion and takes the form of a wireless touch-screen LCD embedded in cabs.

Volkswagen has selected En Route's Flo, to be a part of their media strategy for the new Volkswagen Jetta campaign. The forty-five second long, extended version of the "You will do anything to drive it.", the Jetta advertisement will be playing on Flo in the month of October.

Commenting on this initiative, Lutz Kothe, Head of Marketing & PR said "with increasing fragmentation of customers' attention in the traditional media we have for the very first time partnered with En Route Media to air our Jetta campaign in the in-taxi entertainment systems. We are confident this initiative will yield positive results for the Brand."

With the huge paradigm shift in the lifestyles of the Indian population today, audiences are becoming harder to reach with traditional media. This makes way for creative and strategically located tools like Flo that deliver impactful and effective engagement between the brand and the customer. En Route's founder, Paul Schwarz says, "We accurately track actual ad views via our unique and wirelessly controllable feedback analysis tool."

Flo is quickly rising from being just an idea to a recognized tool for advertisers who want to reach the SECA/SECA+ segments of the population in a captive and uncluttered environment.

In-taxi advertising is already flourishing in fast-paced cities all around the world, and En Route Media has pioneered the concept in India, starting with Mumbai. Presently, En Route is partnered with India's leading car rental company, Carzonrent, and Flo has already been installed in 300 Mumbai cabs of their nation-wide radio taxi service, EasyCabs.


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