To stress the importance of buying original spare parts, Volkswagen set up a billboard design that was constantly malfunctioning, although this was completely intentional.
Instead of smoothly rolling from one ad to the next, this billboard makes it look as though there's a fragrance ad on top and one for a burger down below that should be on rotation. The ads jerkily try to shift and take up the full screen, but the only ad that remains in full view is a horizontal banner from Volkswagen, stating that "If it is not original, it will not work properly." Since you can't help but be drawn to look at something that appears to be broken, this is a clever way to advertise the importance of reliable auto parts.
Key Themes Behind This Trend
- Authenticity Marketing
- Utilize intentionally broken product displays to showcase the importance of buying authentic parts or products.
- Guerilla Advertising
- Invest in creative and unconventional marketing techniques to get your message heard in a noisy market.
- Imperfect Aesthetics
- Create designs or products that embrace flaws or imperfections to attract consumers who value uniqueness and authenticity.
Where This Applies
- Automotive Industry
- Emphasize the importance of using original parts to ensure proper function and increase safety standards for consumers.
- Marketing and Advertising Industry
- Provide innovative and unconventional marketing strategies to clients to make them stand out in a crowded advertising landscape.
- Retail Industry
- Emphasize the importance of authenticity and uniqueness through creative merchandising and product displays that embrace imperfections or unconventional aesthetics.
