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
Volkswagen Fox-Africa

Volkswagen Fox/Short but Fun – Complete History

A robbery. A burger. A contest. An overdose. 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 dead. 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 dead people. A of fearless men. A dead Hollywood’s legendary blockbuster in 30 seconds. Short and fun. Just the VW Fox.

An obsessed girl. A An expulsion. A dead 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 lord. A A death-star. A battle. A happy Watch Hollywood’s legendary “Starwars” in 30 seconds. Short and fun. like the VW Fox.

CASE

Question: What do one German six Hollywood blockbusters and a fast-talking of cartoon bunnies have in Answer: They all figured in a wildly original and successful TV campaign that last earned a Gold World in the International Awards Group’s Advertising and Marketing Effectiveness Awards.

The mini-car in question is the Fox, a sporty compact car at youthful, first-time car buyers. The ad created for Volkswagen AG by DDB Düsseldorf and around the tagline “Short but featured 30-second, animated of six international film hits, Titanic,   Jaws  and  Fiction . And the bunnies? They the place of the films’ human adding an element of the outrageously hip to the that captivated German during the campaign’s brief, run.

The AME Awards committee, of a multi-cultural and international cross-section of top executives, recognizes integrated campaigns that are fresh, and above all, successful.  that demonstrate innovative solving, and that achieve business goals using concepts, inspired marketing and an effective combination of traditional alternative media 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.”

Volkswagen Fox-Africa

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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