Volkswagen seems to constantly churn out novel advertising concepts. I love this new nontraditional ad Ogilvy came up with for Cape Town, South Africa. Many people think that in order to capture someone’s attention you need something big and something expensive. That just isn’t true.
VW’s simple ad concept consisted of hiring parking attendants for the day and outfitting them in electric yellow vests. The ad centers around the new park assist feature in Golfs (sensors, cameras and computer are linked to the electronically assisted steering system to parallel reverse the vehicle into a parking space on either side of the road… aka pretty cool technology in a reasonably-priced vehicle). Basically, this ad is a comical way of saying that parking attendants are no longer needed because of this new feature.
VW paid the parking attendants to walk around the city, catch a movie, roam the beach, and even sit down for an afternoon beer. The company did not have to invest in big billboards or commercials scrolling across a theater screen, they simply had to hire a few parking attendants for the day- a cheap and very attention-grabbing idea.
Bravo VW and Ogilvy!
What you don’t realize (well, maybe you do) is that most parking attendants are having a beer anyway.
yeh right.. great post, Thank You
Sorry for my bad english. Intresting title. It attracted me to read the complete post. Thanks