120 ‘Feature’ Films for the VW Passat

Volkswagen of America has created a microsite featuring 120 mini-films, each representing a feature of the 2006 Passat sedan. The effort is part of the automaker’s multi-channel “120 not-so-standard features” ad campaign.

Each short video represents a Passat feature. The films show humor, but not the actual car. To represent “chrome front grill frame,” a short clip shows a girl being coaxed to smile for a class photo; her smile reveals her braces.

Forty-six of the 120 films are currently on the site. The rest will roll out through November. Each film fits into one of four feature sets: exterior, interior, safety, and technical. Arnold Worldwide created the microsite and multi-channel advertising for the campaign, coordinating with three production houses to manage the volume.

“This is one of the biggest presences we’ve had on the Web for the Passat,” said Tesa Aragones, media/new media director for Volkswagen.

The online media buy includes banners on the major portals. Aragon said combined online and offline buys were coordinated with some multi-channel media outlets. Rich media ads will run the short films within the ad units.

On the site, visitors can sign up to be notified by email as each new short film is added. The agency will also introduce a viral element, where friends can pass along a favorite film to their friends..

This particular campaign began in September, but an offline marketing campaign for the 2006 Passat began over the summer. The Alpha Driver Program gave current Passat owners and enthusiasts early access to photos, feature information, and, in some cases, the car itself.

This Passat campaign is one of the last that Arnold Worldwide will work on for Volkswagen. The auto manufacturer recently signed Crispin Porter + Bogusky, and will begin to work with its new agency on December 5.

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