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Cualquier cosa
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Conoce el secreto del éxito del Vochito
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El anuncio de Volkswagen Escarabajo “Think Small” de 1959 trataba de llamar la atención de una forma nada usual debido a que fue un coche creado por la Alemania nazi y dificultaba su venta.
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La publicidad de aquella época se basaba en ilustraciones futuristas que embellecían los productos, saturados de datos técnicos sobre las bondades de los artículos vendidos pero la idea de Helmut Krone era completamente diferente; él pensaba que la mejor publicidad se basaba en la sencillez; de ahí “Think Small” que utilizaría la VW durante más de 30 años de campañas publicitarias, algo que se proyecta hasta hoy en día
Para conseguir facilitar la venta dieron una información negativa al público acerca del automóvil, todo lo contrario que cualquiera podría esperar “el Volkswagen Escarabajo un coche pequeño, lento y feo”.
Debido a ello consiguieron captar la atención del público y la pregunta que todo el mundo se hacía era “¿por qué están insultando su propio producto?”; está estrategia provocó el éxito de ventas de VK Escarabajo.
Fue clasificada como la mejor campaña publicitaria del vigésimo siglo por Ad Age
en una encuesta de anuncios de América del Norte. Es uno de los anuncios que han marcado un antes y un después en la concepción de publicidad; no tanto por su efectividad sino porque ha transcendido su concepto.
¿Les pareció buena idea la que tuvo la Volkswagen?
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