Last but not least: Campaign à la Mike Shiva
VW's Side View Assistant detects what's happening early on. So does the accompanying campaign.
Especially those who like and drive older cars will have long since lost track of the current jungle of assistance systems. Today, there is an electronic helper for every potential human weakness - even if it's just convenience. Modern cars not only park themselves, but also get out again without a driver. They brake when danger threatens. And so on. And with every feature, the driver becomes a little less independent and more dependent on technology that he no longer understands anyway. As long as it works. At least people still have to steer themselves for the time being. But this is set to change soon - if Google has its way.
One of the more useful assistants seems to be the side view or blind spot assistant. As it warns - nomen est omen - of other vehicles when they are in the invisible side area.
To advertise the VW system, Ogilvy & Mather South Africa came up with a campaign that requires one thing above all: flexible media planning. The subjects and commercials do nothing other than predict to the recipient which advertising placement they will see or hear next. The announced follow-up campaigns have nothing to do with VW, but should certainly not object to the additional boost in attention.
This works very well in newspapers, for example:
...or at the roadside:
...but also in radio and TV commercials, where the idea is particularly effective. You can see and hear corresponding examples in the casemovie below. In this case, the idea seems to be at least as innovative as the advertised technology. (hae)
