Direct > Product/Service
SHORT BUT FUN
TRIBAL DDB, Hamburg / VOLKSWAGEN / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Basically shortbutfun was all about engaging a very young target group for the new Fox. We all know that in order to do so it takes the bravery of authenticity. Therefore the biggest challenge was to come up with an authentic topic plus language that effects the power needed for a viral mechanic, and simultaneously does not harm the brand.
Outcome
31,234 visits and over 106,392 film views within three days are sensational results. The success of the viral effect has been visible conferring to the traffic after airing the spots. The best thing, however, was the incredibly fast and positive feedback that has been given on the diverse portals. This feedback is in every viral action the main and most important result and yet not expressible in numbers.
Solution
Take 6 funny trick films that manage to tell famous film classics of the present – within 30 seconds! Give them the claim “shortbutfun – the fox” and a matching URL. Then let the whole thing run at one weekend only at MTV and VIVA hourly, supported by Edgar Cards and the viral machine works.However, this action has also been furnished with a “send to a friend” option that enables the user to get in touch with his buddies and tell them all about shortbutfun. Thus, this action also serves as a viral kind of direct marketing.
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