#slowmercial

Volkswagen Slowmercial

Volkswagen Slowmercial.

Recent research shows that more than 1 out of 3 Belgians watch their favorite TV shows in delayed-viewing mode. Of those viewers about 80% prefer to skip commercial breaks. The slowmercial means even if people fast forward ads they can still see/read this one. 

New Beetle Slowmercial - Volkswagen - DDB Brussels

Volkswagen's interesting way to maintain the audience that fast forwards through commercials: the "Slowmercial".

Recent research shows that more than 1 out of 3 Belgians watch their favorite TV shows in delayed-viewing mode. Of those viewers about 80% prefer to skip commercial breaks, posing a serious threat to the business model of TV broadcasters. DDB and Volkswagen now come up with a creative solution that rethinks the standard tv ad format. To promote the new Volkswagen Beetle Cabrio we developed the so-called 'slowmercial'. 

The slowmercial is an almost static TV commercial that works for both live- and fast-forwarded viewing. Live viewers will get to see the 30second ad showing the car slowly opening its roof, while being invited to VW's open door days. Meanwhile the voice-over taps into the difference between live- and delayed viewing. Those who watch the ad in fast-forward mode will also see the car for a couple of seconds, showing the message as it was a print ad. No matter how this commercial is viewed, it won't escape the viewers' attention. The ad will run between Belgium's most popular - and most frequently recorded - TV-shows. And because we effectively reach both live & delayed tv-views, our "slowmercial" will have 50% more impact than an ordinary commercial. The new format is part of Volkswagen's Happy Drivers Days-campaign, calling VW drivers to get energized by the sun (it is spring of course). Apart from the slowmercial, there's a radio-, print and out-of-home campaign on the menu. One thing's for sure, the open door sales won't stay out of sight.