DDB Brussels and Volkswagen introduce the "slowmercial".
Monday, March 18, 2013 —
Recent research shows that more than 1 out of 3 Belgians watch their favorite TV shows in delayed-viewing mode. Of those viewers about 80% prefer to skip commercial breaks, posing a serious threat to the business model of TV broadcasters. DDB and Volkswagen now come up with a creative solution that rethinks the standard tv ad format. To promote the new Volkswagen Beetle Cabrio we developed the so-called 'slowmercial'.
The slowmercial is an almost static TV commercial that works for both live- and fast-forwarded viewing. Live viewers will get to see the 30second ad showing the car slowly opening its roof, while being invited to VW's open door days. Meanwhile the voice-over taps into the difference between live- and delayed viewing. Those who watch the ad in fast-forward mode will also see the car for a couple of seconds, showing the message as it was a print ad. No matter how this commercial is viewed, it won't escape the viewers' attention.
The ad will run between Belgium's most popular - and most frequently recorded - TV-shows. And because we effectively reach both live & delayed tv-views, our "slowmercial" will have 50% more impact than an ordinary commercial.
The new format is part of Volkswagen's Happy Drivers Days-campaign, calling VW drivers to get energized by the sun (it is spring of course). Apart from the slowmercial, there's a radio-, print and out-of-home campaign on the menu. One thing's for sure, the open door sales won't stay out of sight.
Agency: DDB Brussels
Campaign: Happy Drivers Days: Beetle Cabrio
Marketing Manager: Nicolas Deturck
Advertising Manager: Tony Peetermans
Creative Director: Peter Ampe
Creative Team: Rom&John, Peter Ampe
Strategy Director: Dominique Poncin
Content Strategy: Maarten Van Daele
Head of Digital: Geert Desager
Account Team: Sylvie De Couvreur, Silvie Erzeel, Quentin Maryns
Media Planning: Tom Lemaitre
TV Producer: Brigitte Verduyckt
Production Company: Compost
Sound Production: Sonicville
Volkswagen Beetle Slowmercial - Introduction
Volkswagen Beetle Cabrio - Slowmercial UK
DDB Brussels and Volkswagen introduce the "slowmercial" to reach both live & delayed tv-views http://t.co/a6MnudkJqv— TwittEmeline 2013-03-20 13:39:33
DDB Brussels and Volkswagen introduce the "#slowmercial". http://t.co/kYVKlfFS4P— ybogaerts 2013-03-20 12:50:03
VW's "slowmercial" ensures commercial fast-forwarders will still see the car http://t.co/i3HcB3bMpU— mmusick 2013-03-19 20:58:10
Commercial break for “delayed viewers”. DDB Brussels & Volkswagen introduce “slowmercial” http://t.co/8V1SIrvjj3 Nice work @DDBBrussels— Prezly 2013-03-19 15:26:43
Kijkt er naar uit om de nieuwe #ddb #volkswagen #beetle reclame te zien. Aha- gevoel bij dit leuk idee http://t.co/suR5k2WiZN— JorisReynders 2013-03-18 18:09:56
DDB Brussels and Volkswagen introduce the 'slowmercial' http://t.co/UJ0RhIReIq— geertdesager 2013-03-18 15:10:09
Delayed viewing is a threat for traditional TV commercials, Volkswagen came up with an idea - http://t.co/Rsq1JlZ8Ba via @Johan_Vrancken— earboz 2013-03-18 14:51:19
Wonderful! DDB Brussels and Volkswagen introduce the Slowmercial: http://t.co/TrE24Nyb9U via @geertdesager— Johan_Vrancken 2013-03-18 12:12:28
Maarten Van Daele
Maarten Van Daele