DDB BRUSSELS, Brussels / VOLKSWAGEN / 2013
The Slowmercial is a TV commercial showing 1 action for 30 seconds, specifically, the top of the Beetle Cabrio slowly opening. Viewers of live television will see the car, read the message and hear a voice-over explaining in an entertaining way the characteristics of the Slowmercial. Those who watch it later and fast-forward the ads will still see the top roll down, but at a faster pace, thus still taking in the same message.
- Despite what most agencies will tell you, the looks of the car are more important than the idea of the ad. We took this insight to the extreme and displayed the beautiful Beetle Cabrio in a static way (30 seconds in full length, 4 seconds if you fast-forwarded).
Our message got through to the 40% delayed viewers (where 80% fastforwards the commercials) allowing us to reach 50% more prospects than with an ordinary commercial.
> The campaign website reached 50k unique visitors (+275%),
> The ad conveyed 500 test-drives
> The number of brochures asked by clients rose to the level of that of the best selling Volkswagen Golf during the campaign.
- The Beetle Convertible (which in Belgium is considered as a niche model) became during the campaign Volkswagen's second most popular car model in Belgium, right after the Golf (Volkswagen's highest selling model in Belgium).
ARRECHEDERA CLAVEROL, Mexico City
DDB GERMANY DUESSELDORF, Dusseldorf