‘Feel the shiver of excitement?’, the morning paper asked me. And trust me, I did. The creative word-play was a full page advertisement by Volkswagen, the German automobile manufacturer, in The Hindu, a leading daily newspaper in India.
So again, why did I feel the shiver of excitement? Not because of the copy, or the car’s design. Rather, I heard a Vroom sound and the paper vibrated, the moment I spread it open. Shocked me out of my wits when it happened.
Volkswagen had creatively added a black box in its ad which was light-activated. It had a microchip that played the sound of a car zooming by and vibrated so that you actually ‘feel the shiver’.
Did it work for me? It sure did in terms of grabbing my attention and making me talk about it. I had already texted a few people about it, showed it to others and am now writing about it. But it also annoyed me as I didn’t know how to turn it off. Was there a switch off button that I was not aware of? Not sure. I just closed the paper and put it aside and voila, it stopped.
Volkswagen had done a similar experiment earlier as well when the morning papers spoke to their readers about Vento, again via a microchip. What intrigues me is whether the ad attracted and converted the target audience to purchase the manufacturer’s cars or did it actually distract them from the core objectives. As for me, I was too overwhelmed by the use of the device rather than reading the copy. What do you think? Check out the ad below and let me know your thoughts.