Sunday, October 16, 2011

Great Volkswagen Art Heist

Volkswagen's new campaign for the Jetta GLI focuses around the messaging that 'Driving Can Be Beautiful.'  The 'Great Volkswagen Art Heist,' developed by Red Urban Canada, is a great way to extend that message in a genius out of home/social campaign.  So what's it all about?  Pop-up galleries featuring hand numbered, framed VW GLI light paintings (long exposure photos created by the lights/movements of the GLI and seen in their TV spot) were installed in unexpected places across various cities in Canada.  The photos were entirely up for grabs by members of the public that discovered (or 'heisted' them), the only ask was that the heisters share their steals online via the VW Canada Facebook or Twitter page/hashtag.  While the photos are replenished, they've been going fast, so users who lost out are encouraged follow VW Canada on Facebook or Twitter to get clues about where the next pop-up installation will appear.

I'm a big fan of experiments/undertakings that tie together offline and online activity and this campaign really fits the bill.  It ties in nicely with their TV spots & provides a great mechanism to get people both following and talking about the brand across various social media outlets.  Apparently VW plans on rolling out the second phase of the campaign in the next few weeks that will bring the heist into the digital space.

Supporting Articles: PSFKAgencySpy