by Roger Pynn
When it comes to television advertising, Volkswagen – like Target – has achieved a level of creativity as unique as a fingerprint. You see a VW ad coming a mile away.
When you visit this VW initiative you’ll get a peak into the mindset that drives the automaker’s success in creating brand recognition.
We’re in the business of driving perception and motivating behavioral change and there’s no doubt that changing behavior is easier when it is fun.
When we went into business 25 years ago our first client was Florida Cypress Gardens whose founder Dick Pope, Sr. was famous for the motto “If it ain’t fun, to heck with it.”
He proved it with lots of beautiful Southern Belles wandering his beloved gardens, barefoot water skiers, water skiing while playing a Baby Grand piano and any number of other stunts to call attention to his beloved gardens.
Mr. Pope built what was Florida’s pre-Disney trademark tourist attraction on that philosophy … changing perceptions of Florida as a place simply to relax and avoid cold winters to today’s expectation that this is a great place to be entertained.
His advice still stands.