DDB, Stockholm turned out some brilliant ideas in this ambient marketing campaign for Volkswagen. Ambient marketing is the most common sub-category of guerrilla marketing in which the company doesn’t advertise their product, but instead communicates directly with consumers in a way that connects them to the message they are attempting to convey. In this case, Volkswagen says these ideas are “dedicated to everyone who enjoys speeding life up a little”. Accordingly, all three videos show Volkswagen giving people the option to speed up a normal routine.
At the end of each video you see that the Fast Lane is “Driven By Fun”, this is a smooth transition from their “Fun Theory” of last year which recently won Cyber Grand Prix at Cannes Lions, a campaign that was also done by DDB, Stockholm.
There are two issues I have with this campaign…
- The lack of brand images on location. As far as I could tell, there is no Volkswagen image visible during any of the campaign stunts. It’s crazy enough they were allowed to perform these acts, but maybe they aren’t allowed to “advertise” their name. For those who actually got to experience “speeding life up a little”, who are they to give credit to and connect with? This leads me to believe that the main focus was to create viral videos. While that will likely be seen as a success, I still think they missed out on really connecting directly with consumers (I’m also just going by what the videos show, there could be more we’re not shown).
- The videos aim to drive traffic to Volkswagen’s Facebook fan page; they ask viewers what they are driven by in order to gain continued interaction. However, there is no discussion tab on the page for people to discuss this. Sure everyone can post on the wall, but wouldn’t it be more effective if they had one discussion topic dedicated to what drives people? Now when people arrive at the fan page there is no direction on where to answer the question, so they likely won’t. Volkswagen is missing out on making this campaign come full circle and learning more about their consumers.
What video was your favorite? What daily routine do you wish you could speed up?