VW to extend One Thing campaign with Absolute Radio

Volkswagen has signed a six-figure commercial deal with Absolute Radio and will give away a luxury trip to Los Angeles to one listener, as part of its 'One Thing' campaign for the VW Golf.

VW Golf: 'one thing' campaign
VW Golf: 'one thing' campaign

VW's 'One Thing' campaign by Adam & Eve/DDB suggests that if someone had to pick one car to drive for the rest of their life, they should choose a Golf. It asks people to make a similar decision on the song, film or meal that would last them a lifetime.

From tomorrow Absolute Radio will ask its listeners to pick the song they would choose if they could only listen to one for the rest of their lives. The top five will be put to a public vote.

In short promos across Absolute Radio’s network, including its digital stations such as Absolute Classic Rock and Absolute 80s, show hosts will explain what song they would choose and why. Listeners will be directed to a microsite on the Absolute Radio website to suggest their song and enter the competition.

The activity will also include InStream ads served to online listeners tuning in via Absolute Radio’s online player and apps.

The campaign was planned and bought by MediaCom.

Tom Wharfe, communications manager at Volkswagen, said: "This partnership provides a great opportunity to connect with the Absolute listeners through their common interest of music.

"By tapping into the audience in this way, we hope to generate high levels of engagement and awareness for the new Volkswagen Golf in the lead up to its launch early next year."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Paddy McGuinness joins Bauer Radio for Sunday morning show

Paddy McGuinness joins Bauer Radio for Sunday morning show

Bauer Media has hired Paddy McGuinness, the host of ITV's 'Take Me Out', to present a Sunday show across its radio stations in the North of England and Scotland.

Share
Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Why Amazon should tread carefully in the wake of its Twitch.tv acquisition

Amazon pipped Google in the battle for Twitch.tv, the live streaming video platform which focuses on gaming-related content. Richard Smith, account director, business planning - intelligence, at Mindshare UK explains, explains why Amazon paid nearly $1bn for the platform.

Share
Media: Why programmatic is an opportunity, not a threat
[Sponsored feature]

Media: Why programmatic is an opportunity, not a threat

Programmatic is ripping up the advertising rule book. However, there's no need for marketers to fear, if you truly understand your brand's audience.

Share

Get news by email