Sharp Media Placement

As Apple have it (and who’d argue otherwise), timing is everything. We quite agree, and are therefore especially charmed when we see particularly shrewd and fun media placements that embrace the mantra.

So kudos to VW, whose YouTube media campaign set about proclaiming – and conveying – the virtues of using original spare parts in VW cars. To do this, VW picked up on the fact that there are reels of poor covers of original songs on YouTube. So they identified many of these videos, and placed a banner ad stating ‘Don’t accept imitations’ – inviting people to click on a link for the real version of the song. [Watch]

It enjoyed a notably higher-than-average click rate, carrying a simplicity which made it quite irresistible – and truly resonant. Here are a few other great, recent examples, to celebrate: [Go]