Tuesday, January 16, 2007
De Kijk van Van Dyck: 'Creative consumer'
The launch campaign of the new Vovlo C30 puts the consumer at the centre of the stage. A stand at Brussels-South station (last week) and Antwerp-Central (this week) invites people to give their opinion on the new model. Equally does the campaign website and blog. Love it? Hate it? What's your opinion? is the central line of the campaign. Volvo dares to let go. This is the age of the vital consumer.
Another brand that dares to let go is Doritos in the US. The potatoe chips producer has solicited consumers to make 30-second ads from consumers and is going to run the best one during the Super Bowl, traditionally a showcase for ad agencies' finest productions. Consumers are now voting on the website which ad is going to make it to the Super Bowl.
Let it be clear: there is no monopoly on creativity any more.
Read all about it in this week's column.