Volkswagen holds 'extreme car tests' in Auto Express videos

Volkswagen has launched a six-month online video campaign with Dennis Publishing's Auto Express brand, aimed at demonstrating its design features by putting them though a series of extreme situations.

Volkswagen: encourages key Twitter 'influencers' to review exclusive behind-the-scenes video footage
Volkswagen: encourages key Twitter 'influencers' to review exclusive behind-the-scenes video footage

The content campaign launches today (28 March) and comprises a series of five videos hosted by the Auto Express presenter Mat Watson, who wears a lab coat to explain the "superior" sound proofing functions of the Volkswagen Beetle in one video.

The video shows a man enjoying a sandwich in a stationary car, while workmen outside smash the ground with pickaxes, forcing him to close his car window and turn on the vehicle’s sound-proofing function.

Other "well worth it" videos demonstrate other aspects of Volkswagen cars, such as rattle resistance, lightweight construction and moisture proofing, which will be shown with the use of simulated monsoon conditions.

The videos will be hosted on a custom-made Volkswagen hub on the Auto Express website, which Dennis claims receives more than 1.9 million unique users a month. Six articles will accompany them to support the video "tests".

Dennis’s motoring advertising team and film team worked on the videos, which were created in-house.

Steve Machin, the digital advertising manager of Dennis Motoring, said: "Volkswagen came to us with a very specific brief: create an advertising solution to demonstrate the proof points showing how its cars are engineered and thereby prove the value of buying a Volkswagen."

He added: "Video is an extremely powerful engagement tool and an online solution provided a good response mechanism for consumers to respond."

Auto Express has also worked with Peer Index, the social media marketing tool, on a social media campaign. It has selected a segment of relevant influencers on Twitter who will be given exclusive behind-the-scenes content from the videos, which they will be encouraged to share and review. 

The campaign will run until September.

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

Inspiring the new cultural shift at Primesight

Inspiring the new cultural shift at Primesight

From the lessons of Buddha to the growing importance of well-being, Primesight's commercial director, Chris Forrester, enters 2015 in contemplative fashion.

Share
Ocean Outdoor finds new owners in Searchlight Capital

Ocean Outdoor finds new owners in Searchlight Capital

Searchlight Capital Partners, the private equity owner of Hunter wellies, has bought a majority stake in Ocean Outdoor for an estimated £80 million.

Share
Top 10 regional press ads
Share

Get news by email