Make Marketing History

The views of a marketing deviant.

Tuesday, July 06, 2010

Not So Much Fun.

The VW Fun campaign won a big prize in Cannes. It's been all over YouTube and the blogosphere for months. I think I've seen all the videos. You probably have too, but over at digital buzz you can see them again and read about the recombinant frenzy that it generated.

So clearly it was a great success?

The Fun Theory was all about generating interest in Volkswagen’s Blue Motion technologies that deliver the same great car performance with reduced environmental impact.

Blue Motion? Reduced environmental impact? Really? Maybe it's just me, but that genuinely shocked me. All I took away was VW and fun. That, in itself, is no bad thing of course but if it wasn't the aim, then is it a success for VW or just for the agency?


Anonymous Rob said...

Well said Mr Dodds ... to me it seems the strategy was all about linking VW to fun and then - in a bid to make the agency and client feel good about themselves - they probably said:

"By having people mentally 'opt in' to associating VW with things that make them feel good and want to hear, we then have the ability to let our Blue Motion technology really mean something in their lives"

7:17 AM, July 06, 2010  
Blogger john dodds said...

Is that how the advertising business works?

2:15 PM, July 06, 2010  
Anonymous Rob said...

Sadly - quite often - yes.

7:10 AM, July 07, 2010  
Anonymous Anonymous said...

I have a sneaking suspicion VW does not really want to talk about BlueMotion and what comes with it. It might not be the agency's fault.

1:47 PM, July 07, 2010  
Blogger john dodds said...

Tell us more anonymous. This could be fun.

2:14 PM, July 07, 2010  

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