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Posts Tagged ‘Volkswagen’
Volkswagen #QRLoad
Post by BEcause XM
Volkswagen Mexico created this QR code campaign to promote the capacity of its Crafter transit vans. The brand built a giant QR code out of boxes of oranges. Images of the code were then placed in Central de Abastos in Mexico City, the largest wholesale market in the world. When people scanned code they were directed to a video of the structure being dismantled and loaded into the back of a Crafter. This campaign increased brand awareness in the area by 224% and 69% of people who scanned the code asked for further information.
The idea and results recently won DDB Mexico a bronze Lion at the Cannes Lions Festival of Creativity.
Volkswagen ambient campaign transformed by social media.
Post by BEcause XM
As an extension to the “light painting” adverts that were aired on Canadian TV earlier in the year, Volkswagen launched “Art Heist”, an ambient campaign that has also driven conversation online. Long-exposure photographs, featuring the Volkswagen Jetta GLI creating “light paintings”, were framed and hung in various locations around the country. Anyone who walked past these pop-up galleries was free to take a framed photo home. This is nice, but nothing special. What if we also revealed that each photograph was one of a kind and hand numbered. This transformed the campaign and it quickly gathered pace online as the news spread. Soon hundreds of people were speculating, through social media channels, as to where the next pop gallery would appear and triumphant photos were posted of successful photo hunters and their #VWartheist bounty.
Posted in Stuff we like Tagged Ambient, Art, car, Social Media, Volkswagen
Volkswagen BlueMotion Roulette
Post by BEcause XM
Is there a way to visualise 0.38 litres of diesel per metric mile? As a figure it doesn’t sound very impressive. It actually shows how efficient the new Golf BlueMotion is with fuel and after years of work to get to this result Volkswagen think it’s definitely worth nothing. So Volkswagen needed a way to show consumers what it actually meant to them. They came up with BlueMotion Roulette. A clever interactive realtime gambelling experience that encouraged users to guess where, along the Norwegian equivelent of route 66, the new Golf would run out of fuel.
To increase their chances of getting it right users were able to explore every inch of the car on a website, test its aerodynamics and how it functions on different surfaces. Then they placed their bets. The car set off on its jourey, tracked in real-time and displayed on a map which used GoogleMaps and Streetview to allow users to follow the progress and feel part of the experience.
The car ran for 1570 km, the figure 0.38 litres per metric mile was exposed for what it actually is and users were excited because they became part of the experiment. An interesting way to use an app alongside real life experience to make sure a message is communicated well from brand and consumer.
Posted in Stuff we like Tagged app, BlueMotion, event, norway, Volkswagen
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Posted in Stuff we like Tagged Mexico, QR code, Volkswagen