Take a Journey Into Volkswagen's Most Un-average Car on the Planet
In a world where many car websites look the same, Volkswagen has dared to be different. To promote its brand new 2015 Volkswagen Golf the brand has put a cinematic twist on the conventional car website, creating an online portal that, like the vehicle itself, is anything but average.
Located at http://contents.vw.ca/golf-unaverage/, the site, created by Toronto-based advertising agency Red Urban, gives all the different features of the revamped Golf — like its new panoramic sunroof and Fender Audio System — top billing. Each one is featured in its own silver screen-style movie trailer that’s accompanied by spectacular imagery and the best voiceover talent known to man. It makes for an immersive blockbuster experience, one that’s unique in the automotive industry.
“The new 2015 Volkswagen Golf isn’t your average car and we want that to come across at all the consumer touch points,” said Christina Yu, Creative Director, Red Urban. “When investigating the product details online, we want consumers to understand just how impactful the Golf’s features and details are, so we’ve used an epic, blockbuster movie treatment to highlight them and help consumers get a taste for the Golf-driving experience."
The new Golf, the seventh generation of the vehicle, represents a momentous reboot to the model. Along with Volkswagen’s newly launched Golf GTI, it’s the first to feature the MQB platform, the groundbreaking frame upon which a host of Volkswagen models will be built in the future. That, however, is only one of the many sweeping changes to the car.
“We reinvented the model, making it lighter, faster and more agile than ever,” said Lynne Piette, Manager of Brand Marketing for Volkswagen Canada. “When you combine that with all the other features, including our rain-sensing wipers, multifunction steering wheel, post-collision braking and a proximity-sensing infotainment screen, you get a truly elevated driving experience.”
The new Golf is also being promoted with two television spots that have been crafted using a similarly cinematic style. In ‘Mission,’ a seemingly simple drive to take her daughter to a birthday party feels more like a secret agent operation for mom in the new Volkswagen Golf. In ‘Hero,’ a man’s trip to drop off a bagged lunch to his girlfriend’s workplace takes on all the risk and adrenaline of a possible bank robbery. It just goes to show that driving the new Golf is an experience like no other, no matter the journey.
Creative Agency: Red Urban
Executive Creative Director: Christina Yu
Creative Director/Writer: Matt Syberg-Olsen
Senior Art Director: Rose Sauquillo
Art Director: Alicia Outschoorn
Copywriter: Cooper Evoy
Account Director: Sonia Ruckemann
Account Coordinator: Kait Babin
Broadcast Producer: Anna Tricinci
Digital Strategy: Nicole Milette
Digital Producer: Samantha Leirsch
Digital Developers: William Chong, Ricardo Peters
Interactive Designer: Jesse Langille
Production Company: Sugino Studio
Director/DOP: Shin Sugino
Executive Producer/Line Producer: Andy McLeod
Editorial Company: Rooster Post
Editor: Christina Humphries
Post Production: Fort York
Online Compositor: Andrew Rolfe
Audio Production: Keen Music
Producer: Thomas Neuspiel
Category: Automotive , Cars