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

Guardian's Anna Watkins to co-chair Media Week Awards judging

Guardian's Anna Watkins to co-chair Media Week Awards judging

Anna Watkins, managing director of Guardian Labs, will be the co-chair of this year’s Media Week Awards judging.

Share
Power users should offer Twitter something in return

Power users should offer Twitter something in return

Twitter's new chief executive must value relationships as well as traffic, says Martin McNulty, the chief of digital marketing agency Forward3D.

Share
Out to lunch with Boisdale Life and David Emin: Jonathan Durden

Out to lunch with Boisdale Life and David Emin: Jonathan Durden

The Boisdale Life Big lunch with David Emin is a regular date where a guest joins him for lunch at one of Boisdales restaurants.

Share

Get news by email