Every week, the editorial team deciphers the media campaign of a brand, a store or an institution. Today, we take a look at the global campaign, “50 years of the Golf”, launched by Volkswagen and produced by DDB Paris and Re-Mind PHD.
Insight
Half a century of uninterrupted marketing of a car model is something to celebrate. Volkswagen is joining in the fun to celebrate the anniversary of the iconic Golf (version 8 in 2024) through a large-scale communication campaign.
Device
The Re-Mind PHD agency, and its creative entity Fuse France, have deployed a multi-channel media campaign around a TV campaign on several formats, a large-scale poster campaign by DDB Paris where a device DOOH was deployed for the first time in the Parisian metro and bus shelters throughout France. This campaign, presented in a light and conniving style, is available in 21 visible 12m2 event faces in the immense corridor of the Defense exchange room, but also in a large-scale digital campaign with giant formats but also formats adapted for social networks, digital content and streaming platforms. “Between technological advances, cultural revolutions and political upheavals, the Golf teaches us that to shape itself over half a century of history without aging, its secret lies in the understanding of the times “, specifies the advertising agency. Beyond that, the brand celebrates the model through the creation of innovative original content. Re-Mind PHD has thus produced a 40-minute documentary, available on the Amazon Prime Video platform, entitled “Unique(s), 50 years of shared stories”. This film explains how the Golf has managed to forge unique and unbreakable links with the French. Also, a series of “Trajectories” portraits (16 3-minute portraits) relayed digitally on Webedia network brands, features testimonials from personalities behind the wheel of a Golf. This innovative approach, orchestrated by Re-Mind PHD, highlights the importance of storytelling and emotion in celebrating such an iconic model. “The Golf anniversary is a unique momentum in the brand’s communication strategy, with a celebration challenge coupled with the launch of the new edition of this one. This is how we came up with the idea of creating the event through the production of a documentary that speaks to all French people,” explains Jean Manuel Caparros Crespo, director of communication and digital Volkswagen France at Volkswagen Group France.
Goals
This visibility campaign aims to celebrating the values of the German brand through a popular model of its range.
The view of Geoffrey Hayat, DG of Re-Mind PHD
“We have been supporting the Volkswagen group for 7 years on all of its media communication. The Golf was revealed at the Rétromobile show, it is an emblem for many generations of French people. We wanted to tell the story that connects the Golf to the French people different periods of their lives through a sincere speech, far from advertising codes and without nostalgia. The documentary format (40 minutes on Amazon Prime Video) – widely consumed today on the plateformes de streaming which have recently opened up to brand content – has established itself to give a voice to Golf owners through very diverse portraits, but also historians and advertisers. The idea is to celebrate this model and reveal how this car, through its promises over the years, has become an actor in their lives and has marked generations. The brand values, innovation, safety, modernity are distilled in a natural way. The production is signed by Éléphant, whose expertise in this writing method is recognized, accompanied by Webedia.
Campaign: “50 years of Golf”
Advertiser: Volkswagen
Agence : DDB Paris et Re-Mind PHD
Broadcast: Media plan including the broadcast of the documentary “Unique(s), 50 years of shared stories”, available on Amazon Prime Video since June 24, but also a poster campaign “Volkswagen Golf, 50 years of history” and digitally on social networks.
Source: www.e-marketing.fr
