Please Note: To experience the full intent of the advertisement being discussed, it is advised to watch the spot, embedded above, before reading this post.
These days for an advertising campaign to be considered a success it has to not only has to reach a large percentage of its intended audience, it often must work across multiple platforms. German auto manufacturer Volkswagen is providing us with a perfect example of such an ad campaign with a spot they created to prevent texting while driving.
The public service announcement, produced in collaboration with the international ad agency Ogilvy & Mather, is currently being shown in Hong Kong cinemas before movies. In fact, the ad was created to be shown specifically in movie theatres. That in and of itself isn’t necessarily unique, sincere there have been many ad campaigns produced solely for cinema, though in the case of VW’s spot, the effectiveness of the advertisement relies on being shown in a movie theatre.
In addition, the interactive nature of the ad means that it can’t just be dumped into a preshow at any old cinema, but rather one setup with a close-range, location based mobile messaging broadcaster. Let me explain.
The spot was setup to play before a film at the MCL Cinema in Hong Kong. VW and Ogilvy then filmed the presentation of the ad as shown in the clip above this post. It starts out with cinema patrons entering the theatre and auditorium, then shows them watching the advertisement on screen. The ad features a driver’s point-of-view through the front windshield of a car as they speed along a country road. The audience looks relatively bored. That’s when somebody is shown using a computer to broadcast a text message, an SMS, to all the mobile phones in the auditorium. When we cut back to the audience we can hear everyone’s phones vibrating and chirping as they receive the text message. Naturally, moviegoers reach for their phones curious to see who is pinging them and a second or two after their devices light up…. CRASH! The car on screen has swerved off the road and smashed into a tree, shattering the windshield.