Volkswagen’s ‘Original Click’ Campaign is Web-Savvy
Courtney Scharf — May 25, 2012 — Autos
Created to promote the company’s original auto parts, Volkswagen’s ‘One Click’ campaign is a brilliant appropriation of YouTube.
The entire idea of the advertising focuses around the idea of originality. Noticing an insurmountable amount of YouTube spin-offs from original content, VW decided that they would intervene in a way that worked for them. The auto company placed ads on imitation clips, and clicking on those ads led viewers to the original copy of a YouTube video. For example, someone watching a terrible rendition of ‘Thriller’ would be directed to the original by Michael Jackson. Remarkably in touch with web trends and providing a welcomed service at once, this approach is outstandingly innovative.
Volkswagen, a company who has always held a solid cultural connection, has really hit it out of the park with this YouTube campaign.
The entire idea of the advertising focuses around the idea of originality. Noticing an insurmountable amount of YouTube spin-offs from original content, VW decided that they would intervene in a way that worked for them. The auto company placed ads on imitation clips, and clicking on those ads led viewers to the original copy of a YouTube video. For example, someone watching a terrible rendition of ‘Thriller’ would be directed to the original by Michael Jackson. Remarkably in touch with web trends and providing a welcomed service at once, this approach is outstandingly innovative.
Volkswagen, a company who has always held a solid cultural connection, has really hit it out of the park with this YouTube campaign.
Trend Themes
1. Authenticity Marketing - Marketing campaigns that emphasize authenticity and originality can resonate with consumers and challenge imitative practices.
2. Brand Appropriation - Appropriating popular online platforms to promote a brand or product can prove effective in reaching target audiences and providing a valuable service.
3. Intervention Advertising - Advertising campaigns that intervene in imitative practices can provide an opportunity for brands to disrupt the status quo and establish themselves as leaders in their industry.
Industry Implications
1. Automotive - Brands within the automotive industry can learn from Volkswagen's 'One Click' campaign by utilizing online platforms to promote original parts and services that challenge counterfeit practices.
2. Marketing and Advertising - Agencies within the marketing and advertising industry can use Volkswagen's campaign as a case study for innovative strategies that promote authenticity and disrupt imitative practices.
3. Technology - Technological advancements in social media and online advertising can provide opportunities for brands to create intervention advertising campaigns that challenge and disrupt imitative practices.
4.2
Score
Popularity
Activity
Freshness
