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When you're in a Volkswagen, Volkswagen in you. The new campaign is about love and VW by CP + B
Bashny.Net
Crispin Porter + Bogusky continue cooperation with Volkswagen of America - to broadcast the first movie came out a new campaign.
The emotional component of owning a VW more and more comes to the fore. The new campaign, developed by CP + B, placed emphasis on the feelings that one experiences while sitting in VW: tagline «When you get into a Volkswagen, it gets into you» - «When you enter a Volkswagen, he is part of you" .
The first video of the campaign shows a tow truck driver who almost falls in love with GTI MkV, which he needed to be towed from the improper parking space. Feelings of the car do not give it to perform their jobs - he pulls GTI a few meters outside the penalty area.
In total, the campaign will be 6 spots that appear in the national air one after the other. And each of them will be used as the soundtrack composition rock grupyy Wilco with their new album «Sky Blue Sky». The "tow truck" sounds track «The Thanks I Get».
In the next few days on the site to download vw.com become available and new spots, and soundtracks to them.
Campaign «When you get into a Volkswagen, it gets into you» replaces quiescent according to representatives of VW of America campaign "Less than $ 17,000" in which were involved Jetta, Beetle and Rabbit.
Market analysts believe that, probably, VW is not worth so sharply rushing from one campaign to another. Gordon Wangers, independent auto consultant: «This is an example of how VW is hyperactive in marketing. You can not keep up with their slogan or mission. Perhaps it should continue to campaign to lower prices in order to achieve consumer awareness ».
Todd Turner, president of CarConcepts: «I was surprised to hear that VW suddenly engaged in advertising based on emotional value, despite the fact that their biggest problem - people think that VW is too expensive».
via www.adme.ru/creativity/2007/02/14/15171/
The emotional component of owning a VW more and more comes to the fore. The new campaign, developed by CP + B, placed emphasis on the feelings that one experiences while sitting in VW: tagline «When you get into a Volkswagen, it gets into you» - «When you enter a Volkswagen, he is part of you" .
The first video of the campaign shows a tow truck driver who almost falls in love with GTI MkV, which he needed to be towed from the improper parking space. Feelings of the car do not give it to perform their jobs - he pulls GTI a few meters outside the penalty area.
In total, the campaign will be 6 spots that appear in the national air one after the other. And each of them will be used as the soundtrack composition rock grupyy Wilco with their new album «Sky Blue Sky». The "tow truck" sounds track «The Thanks I Get».
In the next few days on the site to download vw.com become available and new spots, and soundtracks to them.
Campaign «When you get into a Volkswagen, it gets into you» replaces quiescent according to representatives of VW of America campaign "Less than $ 17,000" in which were involved Jetta, Beetle and Rabbit.
Market analysts believe that, probably, VW is not worth so sharply rushing from one campaign to another. Gordon Wangers, independent auto consultant: «This is an example of how VW is hyperactive in marketing. You can not keep up with their slogan or mission. Perhaps it should continue to campaign to lower prices in order to achieve consumer awareness ».
Todd Turner, president of CarConcepts: «I was surprised to hear that VW suddenly engaged in advertising based on emotional value, despite the fact that their biggest problem - people think that VW is too expensive».
via www.adme.ru/creativity/2007/02/14/15171/
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