Tuesday, September 21, 2010

Volkswagen breaks clutter with audio ad in today's Times of India

Ask any marketer, how tough is it to break the clutter today? Any marketer would it difficult to choose among plenty of media vehicles and ad spaces. It's never easy to choose right channel and right vehicle for your brand. But, how many times we think about quality of message? How many times we think about 'idea' behind it?

I saw a brilliant campaign in today's Times of India. Volkswagen, a German automobile manufacturer has come up with this innovative campaign in today's (21st September, 2010) . A full page advertisement on last page of TOI in any other case would never break clutter. However, Volkswagen did this with superb innovation built within advertisement.

Can you think of Audio enabled print advertisement? Can you think of a print ad that sings? Well, here it is. This full page TOI advertisement speaks!! Yes, they have attached an IR enabled light weight speaker on this advertisement and as soon as you open your paper, this light sensitive speaker starts speaking! A wonderful brand message with print ad, that would surely catch your attention! I am amazed!! Here are some pics...
As they call it 'Power of Idea', I think this is power of Idea. My friends have been tweeting and posting updates on facebook about the campaign. I am sure, people are discussing it at their workplaces and among their friends. This proves, good Idea goes beyond media vehicles and ad spaces. Such innovation can become talks of town within hours!
[Photo Courtesy: Varun Attrey]

Update 1: Just realized this campaign is also on Hindu


Varun said...

I think its important to innovate with times & that is what Volkswagen has tried. Though the use of Audio could have been more directional with some call for action, but still its good enough to shake the TG

Mayank said...

I guess what needs to be worked out here is the mileage in money "earned" from PR & the "BUZZ".
See, the way I see it.. they paid 11-13 Crore for this campaign!!! How will they cover costs or whats the ROI... maybe for BUzz... but then with 13 cr. u can just buy out all the buzz right?!!
Whats the fuss!

Varun said...

@Mayank I agree with you, however it depends on the objective of this add as well. If the objective is purley to drive the "Quality" factor with the brand Vento, then the ROI would be calculated on the basis of equity earned by brand and not by sales figures.
Its a similar debate of Idea cellular doing all kinds of PR stuf (social campaigns of save tree etc). Again the primary objective is not to sell but to build the brand.

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