'The New Cross Polo' film, available on tv.sohu.com from today until the end of June, is a follow-up campaign after the retail and TVC launch in early April. The brand will send out 10,000 pairs of 3D glasses in magazines.
All the characters in the micro-movie are animinated, apart from the car itself.
MediaCom, the global media agency for Volkswagen for three years, boasts that this is the first 3D micro movie for a car brand in China. The simple and "thought-provoking" narrative patterns of American comic strips provided inspiration for the film.
To maximize awareness of the movie, MediaCom is driving reach and engagement with banner ads in high traffic portals like Sina, Sohu, NetEase and MSN, supported by auto channels, including SVW’s own CRM database and in-house auto magazines to target a precise group of auto buffs.
Coolio Yang, digital director, MediaCom Shanghai cited that online micro-movie is a new trend and very influential media channel in China, where netizens like to consume their spare time.
“We want to capture the growing popularity of both 3D displays and micro-movies to leverage effective digital approaches to establish a new trendy brand. ”
Other recent examples of micro movies, although not 3D, for brands include Tourism Australia's online drama series called ‘再一次心跳 (Yet another heartbeat)’, featuring Taiwanese stars Show Lo (罗志祥) and Rainie Yang (杨丞琳) and a Hong Kong boutique agency Turn's five-episode drama for Sony Xperia launch.
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