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early ’60s<br />period of invention and innovation<br />emergence of consumer class<br />challenger brand that had to overcome legacy from WW2<br />german car company hires a jewish agency<br />self deprecating humor<br />nurtured current customers as brand ambassadors rather than attract new ones<br />
#1 ad campaign of all time according to Ad Age<br />first successful import car<br />first time people talked about ads at cocktail parties<br />pioneered the use of simplicity in print & tv<br />first time art/copy concept team worked together<br />single most influential ad man ever<br />brand evangelists thrive today<br />hundreds of websites, thousands of videos on YouTube with millions of views<br />
mid ‘90’s hired Arnold <br />within one year sales increased almost 50%<br />“drivers wanted” campaign ran for 10 years, across all models<br />retained simple clean design and sans serif font <br />moved away from self effacement to self promotion<br />targeted young male drivers with speed, freedom, hip, german engineering <br />
in mid ‘00’s hired crispin porter bogusky<br />less about the product, more about shock value<br />goal to make brand part of pop culture<br />goal to make brand more even more “male”<br />german dominatrix helga adds sex appeal<br />she walks user through of 500 different options of web configurator<br />
#1 video on You Tube for two weeks<br />more than 7,500 fans on MySpace<br />thousands of downloaded ringtones<br />major media coverage in all spaces<br />people are talking around “water cooler” again<br />sales improved<br />dealers enthusiastic<br />
hired AKQA Mobile<br />1st car launch on an iPhone app<br />#1 download in 36 territories <br />97% lower cost per sale than typical car launch<br />geo location feature identified local dealers<br />traced sales back to app<br />175 sales, 50% to new users<br />generated $4million in revenue<br />
creativity is king<br />girls still sell products<br />viral is still the goal<br />leverage brand ambassadors<br />art director/copywriter teams <br />
balance of power has shifted to consumer<br />splinternet requires presence on mulitple platforms<br />attention span is short<br />long term relationships gone<br />tv and print are declining<br />more pull than push<br />logos everywhere<br />