Volkswagen Advertising: The Ads Mad Men Made


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  • Worked at Grey, founded his own agency in 1949,
  • In 1977 production of the Beetle was stopped, 1980 competition from Japan contributed to further declines. Finally in 1994, a new design and new campaign helped invigorate the brand.
  • Original pitch
  • In 1977 production of the Beetle was stopped, 1980 competition from Japan contributed to further declines. Finally in 1994, a new design and new campaign helped envigorate the brand.
  • Volkswagen Advertising: The Ads Mad Men Made

    1. 1. through the ages<br />the ads mad men make<br />Heather White-Laird<br />Executive Creative Producer, iCrossing<br />
    2. 2. the ages<br />a long time ago<br />soon after that<br />not so long ago<br />just yesterday<br />sometime in the future<br />
    3. 3. a long time ago<br />
    4. 4.
    5. 5. early ’60s<br />period of invention and innovation<br />emergence of consumer class<br />challenger brand that had to overcome legacy from WW2<br />german car company hires a jewish agency<br />self deprecating humor<br />nurtured current customers as brand ambassadors rather than attract new ones<br />
    6. 6.
    7. 7.
    8. 8.
    9. 9. #1 ad campaign of all time according to Ad Age<br />first successful import car<br />first time people talked about ads at cocktail parties<br />pioneered the use of simplicity in print & tv<br />first time art/copy concept team worked together<br />single most influential ad man ever<br />brand evangelists thrive today<br />hundreds of websites, thousands of videos on YouTube with millions of views<br />
    10. 10.
    11. 11. In advertising <br />not to be <br />different <br />is <br />virtually <br />suicidal.<br />Bill Bernbach<br />
    12. 12.
    13. 13. soon after that<br />
    14. 14.
    15. 15.
    16. 16. mid ‘90’s hired Arnold <br />within one year sales increased almost 50%<br />“drivers wanted” campaign ran for 10 years, across all models<br />retained simple clean design and sans serif font <br />moved away from self effacement to self promotion<br />targeted young male drivers with speed, freedom, hip, german engineering <br />
    17. 17.
    18. 18. not so long ago<br />
    19. 19.
    20. 20.
    21. 21. in mid ‘00’s hired crispin porter bogusky<br />less about the product, more about shock value<br />goal to make brand part of pop culture<br />goal to make brand more even more “male”<br />german dominatrix helga adds sex appeal<br />she walks user through of 500 different options of web configurator<br />
    22. 22.
    23. 23. #1 video on You Tube for two weeks<br />more than 7,500 fans on MySpace<br />thousands of downloaded ringtones<br />major media coverage in all spaces<br />people are talking around “water cooler” again<br />sales improved<br />dealers enthusiastic<br />
    24. 24.
    25. 25. If they aren’t <br />talking<br />about your <br />work,<br />the brand is <br />dead.<br />Alex Bogusky<br />
    26. 26. just yesterday<br />
    27. 27.
    28. 28. hired AKQA Mobile<br />1st car launch on an iPhone app<br />#1 download in 36 territories <br />97% lower cost per sale than typical car launch<br />geo location feature identified local dealers<br />traced sales back to app<br />175 sales, 50% to new users<br />generated $4million in revenue<br />
    29. 29.
    30. 30.
    31. 31. the Mad Men Rules<br />
    32. 32. creativity is king<br />girls still sell products<br />viral is still the goal<br />leverage brand ambassadors<br />art director/copywriter teams <br />
    33. 33. balance of power has shifted to consumer<br />splinternet requires presence on mulitple platforms<br />attention span is short<br />long term relationships gone<br />tv and print are declining<br />more pull than push<br />logos everywhere<br />
    34. 34. sometime soon<br />
    35. 35. Interactive engagement<br />subliminal advertising<br />windshield advertising<br />augmented reality<br />integrated into everyday life<br />payment required <br />not going away<br />Integration with location based services<br />