20.07.2009 argonauten G2 turn web users into film directors
| On Wednesday, July 22, 2009 the argonauten G2 and SEAT will launch banner advertising the likes of which have never been seen before. Built on the theory “why settle for one viral when you can spark thousands of them”, the LeonRemixer gives users the power to mix, save and share their own versions of the new SEAT Leon TV commercial in real time. The Remixer will premiere on the MSN start page (www.msn.de) and will also be a permanent feature on Club SEAT (www.club.seat.de ). With this launch, the argonauten G2 once again set a benchmark in digital communication. The Remixer digitally amplifies the basic idea behind a new international campaign developed by Atletico Barcelona and adapted by Grey Worldwide for the German market. In this concept, technical innovations like the TSI motor, the TDI common rail diesel technology and the new seven-gear dual clutch transmission are not labeled with standard car-speak. Instead, they’re described by the emotional responses they generate – for example, “Yeeeeeeeeeeehah!” – to make the point that in the new SEAT Leon, “technology turns into rapture.” Thanks to an intuitive, high-performance interface and sophisticated new technology that can handle even massive data files with ease, users can create their own videos directly within the banner and upload these to YouTube (www.youtube.com/user/leonremixer). “This really is a classical advertising campaign, but we’ve succeeded in adding user-generated content and viral marketing elements to it,” exults argonauten G2 Unit Director Maik Hofmann. “Reach, appeal and impact build on each other – all in one budget-neutral project.” The Leon Remixer was developed by an argonauten G2 team led by Pierre Bangert (artistic design), Sabine Weber (text and idea) and Christopher Becker (consulting). |
