Μετά την χθεσινή παρουσίαση του Golf 7, και αφού είδαμε live φωτογραφίες, η Volkswagen ανακοίνωσε ότι από σήμερα ξεκινά το promo του νέου Golf με την καμπάνια “OneThing” σε 33 χώρες. Μάλιστα έχει δημιουργήσει και την ειδική σελίδα onething.com και η πρώτη φάση του promo επικεντρώνεται στους ανθρώπους και τις προτεραιότητες τους στη καθημερινή ζωή.
Volkswagen launches Golf campaign in 33 countries
- First three-phase advertising campaign
- Initial stage focuses on the search for the “most important” things in life
- Online platform www.onething.com encourages users to reflect and share
Wolfsburg, 05 September 2012 – Volkswagen’s international advertising campaign for the new Golf is being launched to coincide with the model’s world premiere. The first phase of the campaign focuses on people and their priorities in life. Seven personal questions create an emotional tonality that characterizes the advertising image of the new Golf across all media channels.
“Future is about engagement: great cars, great products, great image are the base for the foundation of a strong brand”, explains Giovanni Perosino, Head of Volkswagen Marketing Communications. “To reinforce the image of Volkswagen we are trying to create ads that touch people´s hearts with authentic, human, appealing and clear messages”, continues Perosino.
To stimulate the enthusiasm and interest of the target group, Volkswagen is asking all users of the new Golf online platform personal questions designed to encourage reflection: “If you could only listen to ONE SONG for the rest of your life, which one would it be?” and “If you could choose only ONE PLACE to live for the rest of your life, which one would it be?” are just two of a total seven questions that visitors to the website can answer.
All onething.com users can create their own profile and share their answers with their friends via the Facebook, Twitter and Google+ social networks. Promotional games and a personalized film which presents the answers in road movie style bring additional value. There are also statistics to illustrate the broad range of answers and highlight country-specific characteristics.
Furthermore, Volkswagen has been fortunate enough to win the support of several well-known personalities to publicize the campaign on their own online social channels. VIPs such as DJ Paul van Dyk and professional skateboarder Tony Hawk have created their own profiles on onething.de.
International artists also agreed to talk about the most important things in life in the first-phase TV commercial entitled “ONETHING.” The commercial is directed by England’s Brett Foraker, whose credentials include Creative Director at Britain’s Channel 4.
The second phase of the new Golf campaign will follow at the end of October. DDB and Grabarz & Partner share the budget for the advertising campaign.