Volkswagen Fox/Short but Fun – Complete Case History This is not… — Volkswagen Fox-Africa

14 Фев 2015 | Author: | Комментарии к записи Volkswagen Fox/Short but Fun – Complete Case History This is not… — Volkswagen Fox-Africa отключены
Vw fox 1992

Volkswagen Fox/Short but Fun – Complete History

A robbery. A burger. A contest. An …. A shot in the A robbery. Watch Hollywood’s blockbuster “Pulp Fiction” in 30 and fun. Just like the VW

A ship, a man, a woman. sinks. Man …. Woman Watch Hollywood’s legendary “Titanic” in 30 seconds. Short and fun. like the VW Fox.

Vacant Lonesome family, sick Psychic power. Bloody Hollywood’s legendary blockbuster in 30 seconds. Short and fun. Just the VW Fox.

A great white Lots of … people. A of fearless men. A … Hollywood’s legendary blockbuster in 30 seconds. Short and fun. Just the VW Fox.

An obsessed girl. A An expulsion. A … priest. Hollywood’s legendary blockbuster Exorcist” in 30 seconds. Short and fun. like the VW Fox.

A space An alien. A nightmare. One survivor.

Hollywood’s legendary blockbuster in 30 seconds. Short and fun. Just the VW Fox.

A princess. A dark A Jedi. A …-star. A battle. A end. Watch Hollywood’s blockbuster “Starwars” in 30 seconds. Short and Just like the VW Fox.

CASE HISTORY

Question: do one German mini-car, six Hollywood and a fast-talking cast of cartoon have in common? Answer: all figured prominently in a wildly and successful TV advertising campaign last year earned a World Medal in the International Group’s 2006 Advertising and Effectiveness (AME) Awards.

The in question is the Volkswagen Fox, a compact car aimed at youthful, car buyers. The ad campaign, created for AG by DDB Düsseldorf and built around the “Short but Fun,” featured animated versions of six international hits, including  Titanic,    and  Pulp Fiction . And the They took the place of the human characters, adding an of the outrageously hip to the spots that German audiences during the brief, four-day run.

The AME committee, comprised of a multi-cultural and cross-section of top marketing executives, integrated marketing campaigns are fresh, creative and above successful.  Campaigns that innovative problem solving, and achieve specific business using well-crafted concepts, marketing strategies and an effective of traditional and/or alternative tactics.

Volkswagen’s “Short but Fun” met all these criteria, achieving measurable results for the German car that exceeded its campaign and proved it could capture an of very critical media on a very tight production and budget.

A Clear Objective

introduced the Fox in the spring of 2005 the price-driven mini-car segment. Volkswagen’s premium image and the Fox slightly higher priced the competition, it soon became the leader.

The launch campaign the idea that in opting for buyers would not have to quality and reliability. This appealed to buyers at all levels, the next phase of communication need to sharpen the Fox’s among its main target youthful, first time car between the ages of 18-25.

A Target Audience

While desirable, this group is the to reach through traditional methods. They have up being bombarded by messaging multiple communication channels and a very short attention If content does not grab immediately, they turn  DDB faced a formidable in coming up with a strategy to their attention and motivate to action.

Inspired Creative Strategy

“We a very creative positioning for the VW short but fun,” said Luis Ramirez.  That’s the we wanted to communicate: a small car is fun to drive and does not cost a  The ideal car for young

The ‘Short but fun” positioning was developed to differentiate the Fox from its cliché lifestyle advertising, implies that one need drive a certain car to be more attractive and popular. Rather, the but fun” messaging conveyed driving a Fox provides a concentrated, form of fun that doesn’t on others’ approval; the type of that young, upwardly people seek.

In order to this concept, the agency with artist Jennifer whose 30-second, animated of cinema classics – starring versions of Hollywood’s A-list – sure to stop young, consumers in their tracks.

www.shortbutfun.com,” said Ramirez. site visitors could a variety of short and fun content, short films. So we were for endlessly long films, in a very short time.  we discovered the movies of Jennifer on the Internet, we realized that perfectly matched our positioning and had to of our platform.  We contacted her and discussed a cooperation.  She was very excited to with us. We had to animate and cut the films by Jennifer so that they with the already shot Fox The result: six crazy films, by everybody.”

Vw fox 1992

An interesting note: the commercials appeared only in they were run in English, in to speak pointedly to the young audience.

Innovative Media

In order to keep media down, DDB decided to air the commercials for four days and make the the main communication channel. was a risky decision, however the and creative were so strong DDB felt that viewers flock to the Fox’s microsite to see To ensure that the campaign the maximum number of desired members, the agency chose a targeted media strategy, the commercials on music channels as MTV, and choosing weekend during entertainment shows than mid-week spots shows.


Once on the “Short but fun” web viewers could watch all the as movie streams. In order to the viewers further, they asked to rate each In addition, a banner ad with a to the Fox product web page was prominently on the home page so that could learn more the Fox.

Dazzling Results

The direct communication objective of the but fun” campaign was to generate visits to the shortbutfun.com homepage. only four days, 31,000 visits were exceeding the original goal by 56

The agency also projected the would generate 2,000 addresses and increase traffic to the Fox web page by 10 percent.  After days, over 8,000 provided their addresses in to receive more information, and the of visitors to the web page increased by 37

Further, qualitative research high recall and positive among viewers, demonstrating the campaign did indeed achieve its of raising the Fox’s profile young, first time car

Advertising Agency: DDB Dusseldorf

Director: Jennifer Shinan/Eric

Copywriter: Tim Jacobs

Art Director: Shiman/Christian Brenner

Production Angry Alien Productions, Los

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