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

Trinity Mirror considers appeal of £1.2m phone-hacking charges

Trinity Mirror considers appeal of £1.2m phone-hacking charges

Trinity Mirror is considering an appeal after a High court judge ordered the publisher to pay "very substantial" damages to celebrities Sadie Frost, Paul Gascoigne and others for phone-hacking.

Share
Spotify takes on YouTube by adding video

Spotify takes on YouTube by adding video

Spotify has undergone a major redesign, partnering with the BBC, Vice and other major media brands to add video and spoken content for the first time.

Share
Rajar Q1 2015: Commercial radio loses out as BBC makes minor gains

Rajar Q1 2015: Commercial radio loses out as BBC makes minor gains

BBC radio has scraped an upturn in its overall weekly audience reach in the first quarter of 2015, while commercial radio suffered a decline during the same period.

Share

Get news by email