SEEN & NOTED: DUSSELDORF, GERMANY — When Volkswagen, Europe's largest automotive manufacturer, launched the latest model of their Golf in Germany they went all out. Volkswagen's latest advertising campaign for the Golf VII included a large-scale digital out-of-home (DOOH) installation at the Potsdamer Platz's S-bahn train station in Berlin that wrapped images and interactive multimedia around the entire south entrance of the station. The installation included a large LED screen at the station's main entrance as well as eight 46-inch interactive touch screens with built-in cameras.
Volkswagen's campaign asked the following: If you could only kiss ONE PERSON in your life, who would it be? The campaign encouraged people to take photos of themselves with their companions using the touchscreen's interactive features. Photos were then displayed on the installation's giant LED screen for all to see. Volkswagen's out-of-home installation was part of a larger advertising campaign that bridged both traditional and digital media providing a seamless experience for consumers. Volkswagen's Golf VII creative campaign was developed by DDB Tribal Berlin with Mediacom and Magic Poster as well as blowUP media, a Ströer Group subsidiary, that were all responsible for implementation.
A recent survey by CBS media group looked at the perception of interactive out-of-home-advertising in Europe and showed that Volkswagen's campaign generated a very positive reaction with their target market and present the brand as being extremely up-to-date. "Our advertisement should touch people—sending authentic, human, congenial and clear messages," said Giovanni Perosino, Head Group Marketing Communications, Volkswagen. "We wanted to use this to continue to strengthen the positive image of the Volkswagen brand."
The installation's large LED screen and touchscreen technology provide a unique form of interaction using a highly emotional approach. The combination of digital and traditional advertising concepts as well as other media has made the Ströer Group a leading provider of interactive solutions.
"More than just our expertise in the giant poster business was needed to accomplish this task. The sophisticated technology and the complex integration of interactive elements demanded our undivided commitment. But it all paid off!" said Katrin A. Robertson, Group Managing Director of blowUP media. "We are certain that the combination of the classic poster medium with digital technology - and at this very central location in Berlin - will elicit a lasting increased interest in the new Golf."
Volkswagen's digital out-of-home campaign will run at the Potsdamer Platz
train station in Berlin from September 10th through October 4th
Read more about digital out-of-home advertising on ScreenMedia Daily