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Question: What is so novel and different about the message strategy adopted in this ad? Discuss whether such campaigns can be termed successful in terms of building brands and why? 12:1

Question: What is so novel and different about the message strategy adopted in this ad? Discuss whether such campaigns can be termed successful in terms of building brands and why? 12:1

Understanding Business
Understanding Business
12th Edition
ISBN:9781259929434
Author:William Nickels
Publisher:William Nickels
Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment
Section: Chapter Questions
Problem 1CE
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Case: Volkswagen Commercial One of the early T.V. advertisements from Volkswagen was described as follows: The camera looks through the windshield of a car travelling on a dark snow-covered, country road. Heavy loads of fresh snow bend down pine and fir branches. No announcer's voice is heard, the only sound is that of an engine prosaically purring along. In shot after shot, the headlights illuminate the falling snow ahead, piling up deeper on the winding, climbing, un-tracked road. Robert Frost's haunting lines about the woods on a snowy night are inevitable evoked. Curiosity and a measure of suspense are created. Who is driving and where? What errand has taken him out on such a night? Finally the headlights swing off by a large dark building and are switched off. A high door opens and a powerful snowplow rolls past as the announcer's voice begins “Have you ever wondered how the man who drives the snowplow drives to the snowplow? This one drives a Volkswagen. So you can stop wondering." Question: What is so novel and different about the message strategy adopted in this ad? Discuss whether such campaigns can be termed successful in terms of building brands and why? 12:18 PM
Transcribed Image Text:Case: Volkswagen Commercial One of the early T.V. advertisements from Volkswagen was described as follows: The camera looks through the windshield of a car travelling on a dark snow-covered, country road. Heavy loads of fresh snow bend down pine and fir branches. No announcer's voice is heard, the only sound is that of an engine prosaically purring along. In shot after shot, the headlights illuminate the falling snow ahead, piling up deeper on the winding, climbing, un-tracked road. Robert Frost's haunting lines about the woods on a snowy night are inevitable evoked. Curiosity and a measure of suspense are created. Who is driving and where? What errand has taken him out on such a night? Finally the headlights swing off by a large dark building and are switched off. A high door opens and a powerful snowplow rolls past as the announcer's voice begins “Have you ever wondered how the man who drives the snowplow drives to the snowplow? This one drives a Volkswagen. So you can stop wondering." Question: What is so novel and different about the message strategy adopted in this ad? Discuss whether such campaigns can be termed successful in terms of building brands and why? 12:18 PM
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