Tweet races, Twitter games, and Twitter based competitions are nothing new, but occasionally one comes along that really works. Case in point VW’s #polowers campaign created by DDB Spain. The numbers in the video are pretty impressive, even though the number of participants was only 4075. This collective race, generated over 150,000 tweets with the hashtag #Polowers in 8 hours averaging 5 tweets per second. On top of that the campaign reached more than 10% of Spain’s global twitter audience. In addition, the game generated a vast amount of visits to Polo´s product section on www.volkswagen.es, reaching a record of its history. The screen shot above is from the integrated website that was developed for the game. Unfortunately it has been pulled down.
With Father’s Day right around the corner, Volkswagen UK has released a new TV spot for the Polo. There is no dialog used through out the spot, but the story telling and emotional connection is there. More importantly, the actual product is hardly noticeable until the very end of the spot.
The car is featured through out, but done so in a very subtle way, pushing the focus onto the relationship between the father and daughter. The really nice tie in here is how VW manages to make the connection between the father figure, the daughter, the car and the brand with the two lines of copy at the end. “Stay in safe hands”, and “Polo, small but tough”.
“Our new TV ad for the Volkswagen Polo shows the evolving relationship of a protective father and his daughter, from the moment he first brings her home from the hospital to the day she finally leaves home, when he hands her the keys to a shiny new Polo — ensuring she “stays in safe hands”.