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Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
Volkswagen Advertising: The Ads Mad Men Made
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Volkswagen Advertising: The Ads Mad Men Made

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  • http://www.youtube.com/watch?v=BnujU8zq-kE
  • Worked at Grey, founded his own agency in 1949,
  • http://www.youtube.com/watch?v=qw2rRSLvIO0
  • http://www.youtube.com/watch?v=fCHWhIHIuhY&feature=related
  • 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.
  • http://www.youtube.com/watch?v=nWSJEvpi5tY
  • Original pitch http://youtu.be/QkUoHt9GzRU
  • http://www.youtube.com/watch?v=RjnuUFMBYuU
  • 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.
  • Transcript

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

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