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London, ENGLAND – In a Partnership With The Times, Tribal DDB Create Online Hub to Promote the Benefits of the New Streamlined Passat CC.
Volkswagen partners with The Times to promote the brand new Passat CC.
The campaign, devised by Tribal DDB London, centres on an online portal featuring 6 video podcasts, editorial articles and user generated content on how to make your life more streamlined.
The vodcasts will feature comedian Tony Hawk’s and will be scripted by David Quantick, comedy writer and author of Grumpy Old Men books and also known for the BBC Radio 4 show That Mitchell and Webb Sound.
Ben Clapp, Volkswagen’s Creative Director at Tribal, comments: ‘Content creation has produced effective results for us in the past, but we’re delivering a new level here in terms of both quality of writing and the creative identity.’
The video pod-casts will be released on a weekly basis on the portal alongside editorial articles covering subjects from wine to travel, discussing how to make the most of your time and streamlining your life in these areas.
The microsite focus is on engaging and entertaining content that enables the user to get involved by entering their own tips on how to streamline your life. The content reflects the design led positioning of the vehicle without overtly pushing any product points. Turning the idea of product microsites on its head, this microsite will not feature product points about the car but instead allow users to explore the essential benefits of streamlining, as it applies to everything in their lives.
Ben Clapp continues – ‘Times Online is a perfect fit for the Passat CC message, as their audience tend to engage heavily with the content and are also keen creators of content themselves. The proposition, A Life More Streamlined, will resonate with this audience, which will recognise the hitches and annoyance we explore, and appreciate the streamlined alternative.’
The portal will link directly through the Volkswagen UK website where users can configure their own Passat CC, order a brochure or book a test drive.
About Tribal DDB London
Tribal DDB London is a full-service, digital agency that works with its clients to create Brand Demand; a business strategy that recognises the importance and power of today’s consumer.
Tribal is part of the Tribal Worldwide network with 35 offices spanning 21 countries throughout the Americas, Europe and Asia Pacific. In 2008, Tribal DDB Worldwide was the world’s first digital agency network to be named Global Agency Network of the Year by Advertising Age.
– Automotive: Volkswagen
– Beauty: Schwarzkopf
– Consumer electronics: Philips
– Drinks: Budweiser
– Images and film: Getty
– Pharma: GSK: Sensodyne, Aquafresh
– Public services: TDA
– Publishers: The Guardian, The Observer
– Travel: KLM