 |
 |
|
|
|
 |
 |
 |
 |
|
 |
|
 |
|
 |
| |
|
Golf V CD-Rom
Extreme |
|
Golf V CD-Rom
Urban |
|
Golf V CD-Rom
Indulgence |
|
Golf V CD-Rom
Active / Minimal |
| |
|
|
|
|
|
|
|
|
|
The
product: Representing a new way of looking
at how we drive, the latest Golf is not simply
another formula vehicle. Its outstanding performance
and features allow it to cater to virtually
anyone's individual needs and, in turn, reflect
what makes them utterly, completely unique.
The approach:
This positioning of 'unique individuality'
allowed us to do two exiting things in terms
of launch communication: 1) Promote aspects
of the Volkswagen brand not usually communicated.
2) Create a CD ROM experience that users could
customise according to their own tastes.
We began
by asking the question "How do you want
to drive it today?", expressed through
the simple metaphor of shoes. The selections
made by the user then determined the look
and feel of their entire experience (users
could switch between 'experience skins' at
any time).
In addition
to the customisable design, the CD ROM was
also released in two versions, tailored to
different targets:
1)
An information
focused dealers' version that provided access
to an online Golf V quiz (that we also created)
based solely on the CD ROM content.
2) A
marketing focused consumers' version that
focused on the car's selling points and
the individuality message.
|
|
|
| |
|
|
|
|
|
|
|
back to top |
 |
 |
 |
|
 |
|
 |
|
 |
|
 |
| |
|
Dareshot Website
Home Page |
|
Dareshot Website
All About Dare |
|
Dareshot Website
NonStop Attitude |
|
Visit
www.dareshots.com.au
|
| |
|
|
|
|
|
|
|
|
|
The
product:
New Dare
Shot is an icy cold, caffeinated hit of real
coffee, guarana and milk that kicks on…and
on…and on. It's a 'daringly different
coffee' positioned as 'A coffee hit of attitude'
The approach:
The 'coffee hit of attitude' positioning represented
both a challenge and an opportunity. The opportunity
was to claim the 'in-your-face, non-conformist,
non-stop living' space for an RTD coffee beverage.
The challenge was to do so within the strict,
somewhat conformist guidelines set down by
the new brand's parent company, Dairy Farmers.
This meant that rather than having the freedom
to go all out with attitude and be somewhat
shocking, we had to be clever and turn 'in-your-face'
into 'in-you-face-but-only-if-you-think-about-it'.
Powerful use of the brand's symbol, the bean;
an urban underworld setting and tongue in
cheek copywriting achieved this and established
a strong, clear and unique identity for the
brand, while also setting the stage for future
work and content creation on the site.
|
|
|
| |
|
|
|
|
|
|
|
back to top |
| |
|
|
| |
|
|
| |
|
|
