Jumpstart Automotive's VP of creative development examines an engaging -- and sobering -- creative campaign, and shares how it hits the mark as a safety-based branding initiative.

Four young people are riding in a Volkswagen Jetta. They're engaged in some lighthearted banter when BLAM! An SUV runs a red light and smashes into their driver's side door. Airbags deploy. Glass shatters. We fade out, and then fade back in on the Jetta's passengers, unharmed, standing next to the badly damaged car as police sirens wail. "Holy sh-," says one of the passengers, with the profanity cut off before she can finish pronouncing it. You can see the full ad here.  

Odds are you've seen this recent broadcast creative for the VW Jetta, and possibly have been quite moved by it. The shock treatment works here, and is just one example of the great work coming out of Crispin Porter + Bogusky, Miami!  The execution of the ad is perfect, and I'm not sure I've seen a more realistic depiction of a car crash. The safety ads have received mixed reviews and heated reactions, but they have undoubtedly gotten people to think about the brand and safety. Not to mention selling a bunch of pristine Jettas!

Crispin, in conjunction with Beyond Interactive, recently launched a campaign utilizing video to take this spot a step further. They have built an interactive video player -- using Avant Interactive technology -- that houses the "crash ads" and provides consumers with the opportunity to interactive with the ad itself. The overall goal is to provide additional information about the Jetta above and beyond the safety-centric nature of the campaign. With the clickable technology, the consumer can check out other important core values of the Jetta beyond its having the government's highest side impact rating.

The realization of video's potential
This campaign brings the best of TV and online together, creating an interactive video experience that educates the consumer via a broadcast ad that runs online with the added feature of hot-spotting. Only interactive media can do this. Clickable video gives users the power to control what Jetta features they'd like additional information on. In this ad, users can find out more about the wheels, engine and power side mirrors… all with an extremely clear safety message delivered throughout. 

Even though this spot moves quickly, they've done a great job with the call-outs to make the clickable elements clear. The full list of clickable elements at the bottom of the player is a nice option as well. This interactive video portal allows all those who question whether those are real actors in the crash to pause, and go frame-by-frame to try and find out. Those who haven't seen the spot yet are in for an intense experience with advertising.

A key to this campaign is how consumers are being targeted with the interactive video message. "We've deployed the majority of the targeted ads to safety areas, crash tests, as well as Volkswagen retention and competitive areas," says Myra Lanting, account supervisor at Beyond Interactive. "Beyond that concentration, we have employed a mix of high impact homepage and uniquely integrated ad units across the Jumpstart Auto Channel for higher awareness of this campaign in general. Clearly the hook is the emotional safety message, but we want as many in-market consumers as possible to learn more about the Jetta."

A compelling call to action
A really interesting part of this campaign is the call to action to go beyond the clickable video player and check out the "watch safe happen" videos. These depict real crash tests but have replaced the crash element with things such as a rhino, a UFO or a ball of twine. It makes the safety value proposition entertaining as well as educational.

This should be the next step of utilizing clickable technology… making these crash tests clickable -- all within the same player -- as the broadcast spot. These interesting videos are embedded far within VW.com, and we can all work together to bring components like these closer to the consumer. This is exactly how OEMs and third-party automotive sites can work more closely together to educate the consumer on new models and value points in an entertaining manner. Stay tuned, maybe an enhanced product like this will be coming soon.

For more information on automotive marketing, don't miss iMedia Connection's In Focus: Derail Your Competition with Conquest Ads.

Chad Beasley is vice president of sales and creative development at Jumpstart Automotive Media. Read full bio.