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through the ages<br />the ads mad men make<br />Heather White-Laird<br />Executive Creative Producer, iCrossing<br />
the ages<br />a long time ago<br />soon after that<br />not so long ago<br />just yesterday<br />sometime in the future<br />
a long time ago<br />
early ’60s<br />period of invention and innovation<br />emergence of consumer class<br />challenger brand that had to over...
#1 ad campaign of all time according to Ad Age<br />first successful import car<br />first time people talked about ads at...
In advertising <br />not to be <br />different <br />is <br />virtually <br />suicidal.<br />Bill Bernbach<br />
soon after that<br />
mid ‘90’s hired Arnold <br />within one year sales increased almost 50%<br />“drivers wanted” campaign ran for 10 years, a...
not so long ago<br />
in mid ‘00’s hired crispin porter bogusky<br />less about the product, more about shock value<br />goal to make brand part...
#1 video on You Tube for two weeks<br />more than 7,500 fans on MySpace<br />thousands of downloaded ringtones<br />major ...
If they aren’t <br />talking<br />about your  <br />work,<br />the brand is <br />dead.<br />Alex Bogusky<br />
just yesterday<br />
hired AKQA Mobile<br />1st car launch on an iPhone app<br />#1 download in 36 territories <br />97% lower cost per sale th...
the Mad Men Rules<br />
creativity is king<br />girls still sell products<br />viral is still the goal<br />leverage brand ambassadors<br />art di...
balance of power has shifted to consumer<br />splinternet requires presence on mulitple platforms<br />attention span is s...
sometime soon<br />
Interactive engagement<br />subliminal advertising<br />windshield advertising<br />augmented reality<br />integrated into...
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Volkswagen Advertising: The Ads Mad Men Made

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Volkswagen Advertising: The Ads Mad Men Made

  1. 1. through the ages<br />the ads mad men make<br />Heather White-Laird<br />Executive Creative Producer, iCrossing<br />
  2. 2. the ages<br />a long time ago<br />soon after that<br />not so long ago<br />just yesterday<br />sometime in the future<br />
  3. 3. a long time ago<br />
  4. 4.
  5. 5. 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 />
  6. 6.
  7. 7.
  8. 8.
  9. 9. #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 />
  10. 10.
  11. 11. In advertising <br />not to be <br />different <br />is <br />virtually <br />suicidal.<br />Bill Bernbach<br />
  12. 12.
  13. 13. soon after that<br />
  14. 14.
  15. 15.
  16. 16. 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 />
  17. 17.
  18. 18. not so long ago<br />
  19. 19.
  20. 20.
  21. 21. 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 />
  22. 22.
  23. 23. #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 />
  24. 24.
  25. 25. If they aren’t <br />talking<br />about your <br />work,<br />the brand is <br />dead.<br />Alex Bogusky<br />
  26. 26. just yesterday<br />
  27. 27.
  28. 28. 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 />
  29. 29.
  30. 30.
  31. 31. the Mad Men Rules<br />
  32. 32. creativity is king<br />girls still sell products<br />viral is still the goal<br />leverage brand ambassadors<br />art director/copywriter teams <br />
  33. 33. 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 />
  34. 34. sometime soon<br />
  35. 35. Interactive engagement<br />subliminal advertising<br />windshield advertising<br />augmented reality<br />integrated into everyday life<br />payment required <br />not going away<br />Integration with location based services<br />

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