VW 2010 GTI
AKQA San Francisco did a good (if predictable) job avoiding TV spots for the 2010 GTI launch. You have to admire any digital agency that could pull this off – I couldn’t imagine many of the others doing it – even AKQA’s other offices.
They need to buff up their rationale for using the iPhone though – it comes across as tactic first (an iPhone app!) and post-rationalized strategy after. I wonder if the channel choice was a client mandate (in a Volvo S-60ish way) or an agency initiative? They also talk about “80% increases” in enquiries without showing a comparison, which makes it meaningless.
The app/ game itself was made by Aus-based Firemint.
Blah blah blah. All in all a good effort though, but more strategy please.
It’s clever of AKQA to promote the campaign within FB itself and encourage people to fan their brand through the video clip
“Our goal of rapidly increasing our volume in a mature market requires the Volkswagen brand to evolve into a more relevant mainstream choice,” Tim Ellis, VP-marketing at Volkswagen of America, said in a statement. “The Volkswagen brand needs to inspire our base of enthusiasts as well as reach out and captivate those in mainstream America. Therefore, we are re-evaluating all areas of our business and after careful considerations have decided to take the necessary steps to ensure we have the right agency partner in place.”
There’s long been talk among insiders of senior management in Germany preferring the idea of a global agency, which Crispin cannot yet claim to be, despite having established some overseas outposts. Secondly, there’s the marketer’s outsize ambition — to triple U.S. sales within the next 10 years. “Our goal of rapidly increasing our volume in a mature market requires the Volkswagen brand to evolve into a more relevant mainstream choice,” said VW’s Tim Ellis. And mainstream is one thing Crispin isn’t. Stir in persistent business problems at VW, a major acquisition and a recent round of marketing-department musical chairs, and you have a classic recipe for a review.
Kerri Martin to Head Marketing at Electric-Car Maker Coda
Kerri Martin, once a high-profile marketer who did stints at BMW Mini and Volkswagen, will join electric-car maker Coda Automotive next week as its first chief marketing officer. Industry observers will be watching Ms. Martin, 39, to see whether she can make marketing lightning strike again. She and Crispin, Porter & Bogusky, Miami, created non-traditional blitz for the U.S. launch of the Mini small car in 2002 that was unique for the auto category, received rave reviews from industry pundits and created the concept of “motoring” for the brand. This time Ms. Martin will be working on the launch of the Coda sedan, the Santa Monica, Calif., company’s first car, next year.
New software has been created by Singapore‘s Agency for Science, Technology, and Research that would allow billboards to identify a person’s gender based on his or her face. The technology from A*Star is only able to differentiate between the sexes if a person is looking at the camera.
Fallon has secured a position on the Unilever roster after being appointed to handle the company’s corporate digital brand strategy. The agency secured the business after a three-way shoot-out against Bartle Bogle Hegarty and Razorfish. Fallon will produce an overarching strategy to reinvigorate the way Unilever behaves in the digital space. Its first task will be to reassess Unilever’s main online presence, unilever.com.
Monocle Magazine have announced their annual index of most liveable cities. Zurich comes in top place mainly for its vast investment in transport; Copenhagen is second for its mix of metropolitan life, great healthcare, low crime rates and a relaxed vibe; at 3, Monocle describes Tokyo as the world’s most livable megapolis and praises the city’s commitment to plant 1 million trees; 4th is Munich which blends history and innovation with ease and is generally a good place to do business; and Helsinki comes 5th partly because it has no Starbucks.