Volkswagen adds fun into everyday life in Berlin
Busy folk don’t have time for fun – or do they?
How does a car manufacturer convince people that its car is more fun than others, that it can make a difference to your everyday life?
Volkswagen Germany undertook this challenge and created a series of installations to help speed up the everyday lives of people in Berlin. For their Fast Lane campaign created to promote the Golf GTi, they designed marked ‘fast lanes’ within a supermarket, at an underground station and in a shopping centre giving people the option of living life in the fast lane.
So what exactly did they do? They pimped up the shopping carts by fitting skateboards onto the ‘fast lane’ carts, allowing shoppers to skate with their trolley through the store to do their shopping. Needless to say, all the big kids came out!
In the shopping centre, they adapted an elevator to mimic a rocket launch. The elevators in the ‘fast lane’ simulated take off and landing of a rocket through voice over and sound effects.
This installation makes a great use of sound to engage the shoppers; from the roar of a rocket engine launching, the slow burning whoosh of lift off and the classic American voiceover countdown to take off through a crackling speaker.
At the Alexanderplatz station underground station in Berlin the idea was simple – to provide a fun and quick alternative to taking the stairs: take the big red slide!
For each installation hidden cameras captured the reactions and experiences of the people that chose to live life in the fast lane. The footage was uploaded onto social media to reach VW’s target audiences – a younger demographic. The cameras show people of all ages getting involved and having fun! All part of the aim of the campaign.
How well did it do? Well, Volkswagen used social media and online resources to publicise the campaign. People were invited to comment on Facebook and take part in the fast lane contest. The campaign succeeded in creating a lot of awareness, gaining 12,000 friends on Facebook. The website attracted 283,560 page views and 3,481,775 video views (1 million views within the first 11 days).
This is another example of how a touch of creativity infused into a marketing campaign can encourage widespread interaction with a brand and provide a way to demonstrate brand values through a fun and engaging experience.
Volkswagen’s aim to get people from A to B more quickly and with a chance to have fun in the process told us everything we needed to know about the Polo GTI and what set it apart from other cars on the market: Fun. Speed. Something different from the norm. And more fun.
In the words of Volkswagen, What are you driven by?