120 Not So Standard Features
Award: Wood Pencil
Wood Pencil / Integrated / Integrated Advertising / 2006
The '120 Not So Standard Features' films are about the 120 features on the new Volkswagen Passat. Each of the 120 features was presented in its own short film as a way of entertaining and informing people about this new Passat. Artists, designers and directors from around the world were invited to participate in creating these films. The effort was communicated through a wide range of media - print, TV, viral marketing - and was launched on the VW.com site. These 'Feature' films became popular and were used as invasive little TV spots. In order to execute this project, the ad agency was forced to re-invent the way it normally works. The producers could not go on 120 shoots; instead they had to become a clearing house/production company and the keeper of the big idea, while the other artists were doing their thing. The hits on VW.com were increased by two-fold and increased the length of the average stay by three times. The 'Feature' films were used as a tool by the dealers and as a way for customers to learn more about the car; they were pure info-tainment.
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