Lessons in integrating a brand campaign are provided through a discussion of Crispin Porter + Bogusky's work for the Volkswagen GTI.

A recent integrated campaign for the VW GTI created by Crispin Porter + Bogusky (CPB) got so much attention that during the first month of the campaign alone GTI sales were nearly 80 percent above VW sales forecasts.

The campaign included videos on YouTube that showed German Engineers ruthlessly "un-pimping" tuner mobiles, and teaching their owners about the new GTI. CPB also created a GTI Configurator that let online visitors customize their GTIs with all the available features, after which they could take a virtual joyride with the beautiful German Engineer, Helga. The agency brought Helga to life by creating a MySpace page for her, featuring a profile, a soundboard, ring tones, a question and answer section, and pictures of her on vacation. In August, Helga had 9,596 friends.

In this session, CPB's Richard Coughlin and iMedia's Rebecca Weeks will address the following questions in a conversation with the audience:

• How can we work with traditional marketing counterparts to create integrated brand campaigns?
• How can we better create seamless consumer engagement between offline and online?
• What is the ideal process for holistic planning?
• Who should lead integrated marketing and what are the necessary agency and brand structures?
  

Speaker Bios:

Richard Coughlin joined Crispin Porter + Bogusky to lead the interactive team for the new Volkswagen account. Coughlin has overseen the interactive development of all multi-channel programs, ensuring that cross-departmental integrated efforts prosper. He comes to CPB from DIGITAS in New York where he managed the digital activities for the transition of American Express Financial Advisors to the newly formed company, Ameriprise. Prior to CPB, he started the Interactive Production department at Chiat's interactive division, TEQUILA\. Coughlin focused on Nextel, while providing account and production support on ABSOLUT and other smaller accounts. For several years he ran his own business and shared his knowledge of multimedia as an instructor at the Macintosh Learning Center.

Rebecca Weeks develops content for and manages production of iMedia's Summits, requiring trend forecasting, in-depth research and strategic planning skills. Additionally, she has contributed over 40 published articles on the future of media and marketing. She currently sits on the Boards of the Los Angeles Advertising Club Interactive and the Las Vegas Interactive Marketing Association, as well as consults for venture capital firms making digital media investments. Prior to joining iMedia, Weeks directed business development for The Brand Architect Group, a strategic marketing consultancy, and previously worked in investment banking.

GET THE PRESENTATION

• [Presentation] Download it now

Presenter: Richard Coughlin, Account Director, Crispin Porter + Bogusky; Rebecca Weeks, Content Director, iMedia Summits

Format: Zipped PowerPoint Presentation