E09. Brand or Product Integration into Music Content
Entrant
NORD DDB Stockholm, SWEDEN
Idea Creation
NORD DDB Stockholm, SWEDEN
Media Placement
PHD Stockholm, SWEDEN
PR
NORD DDB Stockholm, SWEDEN
Additional Company
VOLKSWAGEN Södertälje, SWEDEN
Credits
Name
Company
Position
Anna-Emilja Salonen
NORD DDB Stockholm
Art Director
Simon Higby
NORD DDB Stockholm
CD
Andreas Dahlqvist
NORD DDB Stockholm
CCO
Maja Björklén
NORD DDB Stockholm
Client Director
Linda Lonaeus
NORD DDB Stockholm
Client Manager
Jonas Eriksson
NORD DDB Stockholm
Social Media & Content Manager
Susanne Johansson
NORD DDB Stockholm
PR Director
Per Sundin
NORD DDB Stockholm
Studio Copy
Mikael Norberg
NORD DDB Stockholm
Graphic Designer
Anna Lisspers
NORD DDB Stockholm
Print Production Manager
Jeanette Asteborg
Volkswagen Sweden
Marketing Director
Carl Sundstedt
Volkswagen Sweden
Commercial Manager
Olof Ringmar
Mandarin
Retouch & Photo
Why is this work relevant for Entertainment?
The Beatles' Abbey Road is one of the world's most iconic albums. Volkswagen noticed that there is a badly parked Beetle on the equally iconic cover photo. So, for the album's 50th anniversary, they reparked the car to promote Park Assist, a technology they did not have 50 years ago. Coinciding with the official release of the album's Remastered Edition, Volkswagen released a Reparked Edition – a new vinyl cover with a correctly parked Beetle.
Background
In 1969, a Volkswagen Beetle was wrongly parked on Abbey Road. Sadly, the parking mishap ended up on one of the world’s most iconic album covers. Back then, Volkswagen did not have Park Assist technology. But today they do, which is why they righted old wrongs and reparked the car, just to show how far Volkswagen technology has come in 50 years.
The objective was to engage pop culture fans globally, while also showcasing Volkswagen technology that improves the driving experience.
Describe the creative idea
To celebrate the 50th anniversary of The Beatles’ Abbey Road, Volkswagen released a limited edition vinyl cover with a perfectly parked 5th Beatle. The tribute highlights Park Assist, a parallel parking assistant that automatically parks the car – a feature that would have come in handy back then.
Describe the strategy
Volkswagen targeted fans of two pop cultural icons – The Beatles and the Beetle. By releasing the Reparked Edition on the day of the official 50th anniversary, they reached people that were already celebrating and talking about Abbey Road. It also coincided with the release of the official Remastered Edition of the album.
Describe the execution
The Reparked Edition was released on September 26, 2019, exactly 50 years after Abbey Road came out. It was sold in record stores and online. To promote the new cover, Volkswagen ran ads in newspapers and DOOH. All proceeds were donated to BRIS, a children’s rights organisation.
Describe the outcome
· 425 000 000 unique media impressions
· Tens of thousands of visits to the campaign site
· The limited edition vinyl cover sold out in a couple of hours
· Now selling on eBay for +2500%
· 50 000 SEK donated to children’s rights organisation Bris
· Exhibited at one of the world’s oldest and largest Beatles museums
· Already a part of a lecture on The Beatles at the Culture and Arts School in France