Remember to keep your EYES ON THE ROAD. You’ll never know what can happen next…
Believe us, these interactive strategies will work wonders for your business! Keep reading to learn how this automotive manufacturer promoted the values it stands for by reminding consumers about road safety.
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Remember to keep your EYES ON THE ROAD. You’ll never know what can happen next… Approximately 1.35 million people die each year as a result of car accidents. – World Health Organization It’s one of the leading causes of death around the world. This auto manufacturer found a way to raise awareness in a unique yet shocking way. Volkswagen —a German car brand and one of the world’s most popular manufacturers. They are known for their unique marketing campaigns too! In all parts of the globe, Volkswagen finds different ways to promote its latest cars to the market. In fact, they’re responsible for the classic “Think small” marketing campaign in 1959 to promote the Volkswagen Beetle—considered as one of the best marketing campaigns of the 20th century!
Fast forward to 2014, they launched a guerrilla marketing campaign called “Eyes on the Road.” Instead of promoting one of their latest car models, this campaign focused on raising road safety awareness. Volkswagen collaborated with OgilvyOne Beijing with one thing in mind… Show the dangers of using mobile phones while driving. Venue: MCL Cinemas, Hong Kong Target: A group of eager movie-goers excited to see a movie. They planted a location-based emitter in the theater. This device is used to send a text message to the phones or everyone in the chosen area. This set-up is an important element of what was in store for the group of movie-goers. The group entered the cinema, settled in, and made themselves comfortable. Then, the previews started rolling. A commercial was played. It showed a person behind the wheel who started a car up and drove away. Everything seemed to be normal while the audience watched the casual nature of the person driving. All of a sudden, everyone’s mobile phones rang. They received a text message. Most of them, if not all, immediately got their phones to check then… BAM!!! The driver in the commercial shown on-screen crashed onto a tree.
After, a message appeared:
People in the theater were left shocked and speechless. … This short yet powerful campaign served as a reminder of how a split-second distraction can cause a fatal accident. The campaign sent a strong message, becoming one of the most effective road safety campaigns. OgilvyOne Beijing, the agency behind the ad, won 4 Gold awards at the 2014 Effie China Awards. Two were from the Media Innovation category and New Influencers category. It was also a strong year for Volkswagen’s sales in the Chinese market, selling a total of 3.68 million vehicles. Volkswagen and OgilvyOne Beijing showed that guerrilla marketing campaigns are not only used to promote brands and products, but they can also send powerful messages that promote a good cause. Guerrilla marketing allows you to be even more creative and leave a strong impression that your audience will not forget. Just like Volkswagen’s approach, you can make an impact while promoting everything your brand stands for. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for next Thursday’s Gorillas of Guerilla Marketing! Do you want to learn about Emirates Benfica Marketing? See it on next week’s Gorillas of the Guerilla Marketing! |
