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This Brilliant Volkswagen PSA Aired in a Hong Kong Movie Theater
Rahul Kalvapalle — June 10, 2014 — Marketing
This creatively conveyed and hard-hitting Volkswagen PSA tricked cinema-goers into being distracted by their cellphones, before delivering a poignant message about the dangers of driving while texting.
Unsuspecting Hong Kong cinema-goers settled down into their seats with their popcorn and sodas, and prepared to watch the pre-show trailers and videos on the big screen. The first video that showed up showed a person driving their car through a forest with upbeat music playing in the background.
Several seconds into the video, the cinema-goers were simultaneously sent text messages on their cellphones. This was made possible by the fact that the theater was equipped with a location-based broadcaster capable of sending mass texts to everyone in the room.
As the cinema-goers reached into their pockets to retrieve their cellphones and look at them, they were jarred by a loud, crashing sound. The car in the on-screen video had crashed. A text message then appeared on the screen, saying that “Mobie use is now the leading cause of death behind the wheel,” and imploring with viewers to keep their eyes on the road while driving.
This brilliant Volkswagen PSA was conceived and executed by the Ogilvy Beijing ad agency.
Unsuspecting Hong Kong cinema-goers settled down into their seats with their popcorn and sodas, and prepared to watch the pre-show trailers and videos on the big screen. The first video that showed up showed a person driving their car through a forest with upbeat music playing in the background.
Several seconds into the video, the cinema-goers were simultaneously sent text messages on their cellphones. This was made possible by the fact that the theater was equipped with a location-based broadcaster capable of sending mass texts to everyone in the room.
As the cinema-goers reached into their pockets to retrieve their cellphones and look at them, they were jarred by a loud, crashing sound. The car in the on-screen video had crashed. A text message then appeared on the screen, saying that “Mobie use is now the leading cause of death behind the wheel,” and imploring with viewers to keep their eyes on the road while driving.
This brilliant Volkswagen PSA was conceived and executed by the Ogilvy Beijing ad agency.
Trend Themes
1. Distracted Driving PSA Campaigns - Opportunities for companies and organizations to create attention-grabbing and impactful PSAs to raise awareness about the dangers of distracted driving.
2. Location-based Broadcasting Technology - Innovative ways to use location-based broadcasting technology as a tool for delivering important messages to targeted audiences.
3. Interactive Cinema Experiences - New and engaging ways for cinema-goers to be involved in the movie experience while also learning about important social issues.
Industry Implications
1. Advertising and Marketing - Opportunities for advertising and marketing agencies to use their skills and resources to create impactful PSAs for clients.
2. Telecommunications - Potential for telecommunications companies to integrate location-based broadcasting technology into their services for targeted messaging.
3. Entertainment - The opportunity for movie theaters to provide interactive experiences for cinema-goers that blend entertainment with important social messages.
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