One of the last advertising campaigns for VW to come out of Arnold Worldwide before the account goes to CP+B (in December) is for the 2006 VW Passat. A micro site has been created that will eventually feature 120 short films touting the new features of the Passat - currently there are 46 . None of the films show the car but use related/unrelated type vignettes, such as a girl smiling for a school photo with braces for the chrome front grille and a man investigating if the light stays on in the fridge for luggage compartment light.
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.
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