With a new advertising campaign, an iconic German car dealership makes it clear that its consumers should stick to Volkswagen parts in order to get the most out of their vehicle.
The company does this with the help of the South African advertising agency Ogilvy & Mather, with ads that feature people in comically unfortunate attire, haircuts and more. With this, Volkswagen and Ogilvy & Mather illustrate that just because something falls under the definition of a word, doesn't necessarily mean it is right. The ads shows this with a man wearing ill-fitting denim shorts, a hairstyle gone horribly wrong and a sweat-covered man doing a bizarre kicking dance to the terror of his onlookers. Overtop of each image is text explaining them, with words the words: "They're jeans. Technically." superimposing the image of the man in shorts.
With this, the company shows that buying Volkswagen parts can make all the difference by comparing its competitors to the targeted features of the images.
Key Themes Behind This Trend
- Comical Advertising
- Disruptive innovation opportunity: Explore using humor and unconventional approaches in advertising campaigns for various industries.
- Brand Differentiation
- Disruptive innovation opportunity: Identify unique selling points to differentiate a brand from competitors in the automotive industry.
- Emphasizing Quality
- Disruptive innovation opportunity: Highlight the importance of using genuine parts to enhance product quality and customer satisfaction.
Where This Applies
- Automotive
- Disruptive innovation opportunity: Develop creative marketing strategies to promote brand loyalty and showcase product superiority in the automotive industry.
- Advertising
- Disruptive innovation opportunity: Experiment with unconventional advertising techniques, such as comical and relatable content, to capture audience attention and engagement.
- Retail
- Disruptive innovation opportunity: Build customer trust and loyalty by educating and emphasizing the benefits of using genuine parts in various retail industries.
