Automotive advertising in the US is perhaps the toughest category to work on. No wonder it takes more than just a 30-sec spot to create attention and interest. Volkswagen has just announced the launch of a new campaign featuring Brooke Shields for their mini-van, Routan.
Touted as the only mini-van in the US to have German Engineering, the features of the car are dramatized in an interesting 360-degree campaign. The idea: the features of the mini-van are so compelling that families are making babies only to have the mini-van! The Routan Boom website has a ‘mocumentary’ of sorts featuring Brooke Shields. She will also do the Baby Beat on the streets and encouraging parents to have babies for love, not German engineering!
They also plan a Routan BabyMaker3000 – this program gives visitors the opportunity to create their own Routan baby. The application utilizes facial recognition and image output technology to create a photo-realistic digital. The virtual baby will exhibit facial features derived from uploaded photos of the ‘parents.’ Once users create their baby, they can share their little bundle of pixelated joy with friends and family through social networking sites and email announcements. Hmm, bit of a stretch isn’t it?
Almost every big campaign abroad is now forced to develop a central idea that allows for a stretch across TVCs, websites, virals and social networking. Sign of things to come but with some campaigns you can feel the strain – the tenuous link between the product, a creative idea and the 360-degree approach. As with the Volkswagen Routan?