I was recently at the Bologna train station and saw this ad right by the cafe' where I stopped for my morning espresso before catching the connecting train.
You can see to the left there the coffee shop, where the retro panel ads are. It made me stop and look -- from the corner of my eye it looked like the pavement was broken. There's construction going on just around the corner.
I did a double take and thought it interesting enough to snap a shot. After having a nice chat with the barista in the cafe' and downing the wonderful espresso, I walked a few meters to the tracks and found the companion ad.
But the most creative part of the advertainment experience where a series of flat screens that projected TV ads, many of them quite funny, on the sides of the walkway and by the track numbers in the under passage.
They were impossible to miss and provided something to watch as we were waiting for the train while staying out of the cold in the areas protected by the elements. I looked for more of the same idea at other train stations, I could not see any. Bologna is one of the busiest train stations in the country as any train going from North to South (and vice versa) and East to West goes through it.
I am used to ignoring ads, yet I saw these and looked around to see if there was more about the car. I found more information online. So it looks like a pre-announcement campaign, as the Tiguan will be available to test drive in spring and early summer of this year. Overall, the dynamic panels, static banners, and pavement installations worked well together. DDB in Milan created the TV ad, The Moving City.
I agree with the comment, I really like the music. Apparently it was composed by a band called Human. Martina posted about a more interactive driving advergame used to launch the car in France. Some other ways in which Volkswagen has dripped the information on the Tiguan release:
- Car Scoop -- official photos and press release
- Edmunds -- first look, and exclusive spy video
- Consumer Guide -- review and prices
- Autoblog Green -- the official pictures from production (to note the comment about "what happened to the beautiful innovative sporty functional design gem from the concept?")
- Motor Trend -- exclusive first drive and road test
And you can see the sponsored links as I did my search. Volkswagen also set up a site where you can sign up and edit a personal road movie. It took a while for me to open and I did not try test it. Also once I was on that screen, there was no way to select from some of the other buttons for press conference or gallery, for example -- a one way street.
The entry of Wikipedia was among the first items to show up in my search. Many more results showed up as I searched for Tiguan images -- all seemed to be from official car publications. The only photo I saw on Flickr was apparently uploaded by someone who had been at the Helsinki motor show.
No social media campaign for Volkswagen Tiguan that I could find. It would have been interesting to see one including Flickr, YouTube, and other sites tying back to the official or main site. Maybe create a group on Flickr where people can share their photos and comment.