volkswagen kicks off uk golf advertising with tv interactive first
Nov 30, 2012
Volkswagen is kicking off its launch advertising for the seventh-generation Golf with a media-first TV event during ITV’s The X-Factor semi-final live show tomorrow, Saturday 1st December.
By using new interactive technology, Volkswagen will be encouraging viewers to engage with a series of advertisements shown during the breaks, and vote for their favourite song of all time. Voting is live now at http://live.onething.com/. The first ad execution will ask viewers which song they would pick if they were only allowed to listen to one for the rest of their life. Viewer choices will be displayed and used as part of the creative, either to encourage more consumers to vote during the mid-programme message or as part of the final winner announcements.
These unique ad executions are designed to reinforce the brand’s multimedia ‘one thing’ campaign for the new Golf – for more details see www.gb.onething.com – which asks people to think of, for example, the one place they would like to live, one movie they would like to see, one food they would like to eat and finally the one car they could rely on for the rest of their life.
With the ads spaced throughout the programme, Volkswagen’s media-buying agency has worked with Monterosa, the two-screen specialist behind the interactive elements in the successful Million Pound Drop and Style The Nation TV shows, to ensure that the dynamic content is generated in real-time as consumer responses come in.
The event is designed to take advantage of dual screening, whereby consumers watch TV programmes while also using their mobiles or tablets.
The new Golf was unveiled at the Paris Motor Show and will go on sale on January 7th in the UK. More than 28 million of the first six generations of the Golf have been sold around the world since it was launched 38 years ago.
As The X Factor’s host, Dermot O’Leary, might say: ‘Your Volkswagen Golf launch advertising launch starts right here!’
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