Shanghai Volkswagen Unveils 3D Micro-Movie On Sohu
MediaCom China, in partnership with tv.sohu.com, has created the first ever branded 3D micro-movie for SVW called “The New Cross Polo”.
The three-dimensional and life-like effects of the movie perfectly demonstrated the dexterous and avant-garde shape of the New Cross Polo. The simple, humorous and thought-provoking narrative patterns of American comic strips vividly portrayed the upgraded “crossover” brand essence: be bold to break through the rules.
MediaCom created an online sensation to drive reach and engagement. High traffic portals like Sina, Sohu, NetEase and MSN will help maximize the awareness of the movie, supported by auto channels to target a precise group of auto enthusiasts. Online video sites will also play an important role in driving consumers’ engagement, with netizens spending an increasing time on watching online videos.
Apart from the major online channels, the audience can also find inspiring posters of the New Cross Polo 3D micro-movie in film pictorials and auto magazines. 10,000 pairs of 3D glasses will be sent out as a gift with the magazines for the audience to watch the 3D movie online.
Commenting on the campaign, Coolio Yang, Digital Director, MediaCom Shanghai, said: “We want to capture the growing popularity of both 3D displays and micro-movies to leverage effective digital approaches to establish a new trendy brand. ”
“MediaCom has always taken the lead in trying out new media and technologies, new marketing solutions and communications formats.
Micro-movies are the next new thing in brand marketing. But few brands has tried using 3D technologies in their micro-movies. So we believe that with such bold and ingenious interpretations, this New Cross Polo 3D movie is bound to be visual feast in the limelight.” Alex Tan, Managing Director, MediaCom Shanghai, added.
The New Cross Polo campaign will start from June 1, 2012 until the end of the month.