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

PHD co-founder Jonathan Durden reflects 25 years on

PHD co-founder Jonathan Durden reflects 25 years on

Who knew that a global phenomenon could be spawned from such humble beginnings? PHD co-founder Jonathan Durden takes a trip down memory lane.

Share
Friday's lesson? We should all be more unprofessional

Friday's lesson? We should all be more unprofessional

What kind of time is 18:05 to you? Home time? Carry on working time? Bloody big glass of wine time? At Brand Republic we know it's often time to recoup, when the day's meetings are over and you can catch up on the most important developments of the day. Our 18:05 digest brings you the five things you need to know at the end of every day. Whether it's the top news stories, what's trending on social, what the wider media is saying or irreverent inspiration for your journey home - we've got it covered. And don't worry, we'll keep it short.

Share
#MediaWeek30 set for bumper issue and party on 29 April

#MediaWeek30 set for bumper issue and party on 29 April

Media Week's 30th celebrations are taking shape, offering the chance for the UK's vibrant commercial media businesses to get involved.

Share

Get news by email