- Multilevel Marketing Campaign
- Focus: technologies of today and tomorrow
- Comprehensive Web Special
With the slogan “Think New.” Volkswagen will launch the first phase of a multi-stage innovation campaign. The theme builds on the successful “Think Small.” and “Think Blue.” campaigns, and underscores the innovative strength of the Volkswagen brand. The campaign is characterized by its holistic networking with all media channels, so classic TV and print advertising is supplemented by digital flanking on Facebook, Twitter, YouTube and Instagram, as well as on the microsite http://ift.tt/1E5qBmp. The campaign focuses on innovations that will make life easier for all Volkswagen customers in “Think New Stories.”, which take a look at innovative control technologies of today and tomorrow including gesture control.
“With this campaign, Think New. ‘ we want to discuss the subject of innovation and building on what already exists, “explains Anders Sundt Jensen, Head of Marketing Communications Volkswagen Passenger Cars and adds: “innovations to make life better for all of our customers through use of future technologies such as gesture control and universal communication with their vehicle. Volkswagen once again proves that innovative technologies and maximum driving comfort can work together in perfect harmony.”
The campaign by Volkswagen is divided into three phases.
With the teaser phase, Volkswagen introduces the new campaign theme “Think New.” in a purely visual ad. Without giving much away, the motto is circulated under changing attributes such as “What is new is surprising,” or “What is new is exciting,” through all media channels, arousing the curiosity of the public. For added attention, this colorful advertisement expresses both innovation and adaptability.
Launch phase: The subsequent launch phase reveals how future and tangible assistance systems from Volkswagen look. This forms the core of the campaign. The focus is on a number of innovative features of Volkswagen, which set impressive scene on various media channels such as print and TV, and virtually in the form of short online spots on http://ift.tt/1E5qBmp for a new experience. The films use everyday and humorous examples to convey the individual Volkswagen technologies and highly entertaining – always under the premise, to facilitate the mobility of all people through advanced technologies. Simultaneously, the microsite also allows a look into the future and shows with little stories, which could be the innovative control technologies of tomorrow. A series of “Think New. Stories” represents the customer’s fascinating mobility solutions such as gesture control or the autonomous parking.
In the last phase, the new Passat GTE shows the intelligent networking and maximum driving comfort technologies merge into one unit. In addition to traditional advertising channels, the website will be of central importance for this phase of the campaign. In an extensive web special, a series of online spots will be linked to corresponding social media content. The films will use humorous and highly entertaining examples to convey GTE technologies.
Translation by VWvortex
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