This commercial was great because it included what was relevant
to society at the time it was made. There was a new car on the market and the
focus of society was on the ever present issue of weight. The commercial showed
the effectiveness of a diet change and exercise. There is a change of the car
from the opening frame to the middle of the commercial portraying a passing of
time. It then showed the commercial as if it was being viewed in the future
therefore showing it as a continuing issue. They played off of a piece of our
pop culture using the references to Star Wars. Volkswagen has used Star Wars
for advertising for a while.This factor is referenced in the end of the commercial further pushing the fact that the commercial takes place in the future.
“The Super Bowl has a lot to offer to the right advertisers.
It’s the most-watched TV event of the year. It plays to a huge and receptive
audience—almost 100 million viewers who put away their DVR remotes and watch it
live, glued to their screens, ads and all. In fact, to many viewers, the Super
Bowl ads are more important than what happens on the gridiron. Last year, the
game itself drew an average rating (the percent of TV-owning households
watching) of 41.6; the ads drew 41.22.” – Marketing: An Introduction, Armstong
& Kotler
"The problem is to find unobtrusive ways to enter consumers’ social conversations with engaging and relevant brand messages. Marketing has 'historically been an exposure and intrusion practice—get in someone’s face and talk about the attributes of the brand,' says a social media analyst. “That approach works less and less effectively all the time, and it is absolutely fatal in the social arena.”21 Moreover, simply posting a humorous video, creating a social network page, or hosting a blog isn’t enough." – Marketing: An Introduction, Armstong & Kotler
Due to the research of the marketing department, Volkswagen has found a way to follow this statement. They found a way to incorporate pop culture to keep the conversation going and used it as a clever hook.
"The problem is to find unobtrusive ways to enter consumers’ social conversations with engaging and relevant brand messages. Marketing has 'historically been an exposure and intrusion practice—get in someone’s face and talk about the attributes of the brand,' says a social media analyst. “That approach works less and less effectively all the time, and it is absolutely fatal in the social arena.”21 Moreover, simply posting a humorous video, creating a social network page, or hosting a blog isn’t enough." – Marketing: An Introduction, Armstong & Kotler
Due to the research of the marketing department, Volkswagen has found a way to follow this statement. They found a way to incorporate pop culture to keep the conversation going and used it as a clever hook.
No comments:
Post a Comment