Here We Go – VW AD from Moe on Vimeo.
Here We Go from Mali Woods on Vimeo.
The parallels between the history of VW and their recent marketing strategies that rely on today’s music culture, including giving away free apple iPod’s, make a VW sponsored “Mali Bug” tour predictable.
Among many music driven commercials, Volkswagen returned for the second consecutive year of a three-year sponsorship as the exclusive automotive sponsor for Downloads and the V-dub Road to Download club-events (concerts in club venues interspersed between the Download Festival dates). VW hosted the V-dub Garage, an authentic garage-style environment where festival attendees can jam with supplied instruments and have their music digitally recorded and spotlighted on vw.com. Volkswagen also hosted an artist interaction stage where select Download bands extend to the fans a rare look into their lives on the road during free form Q & A sessions.
“The Volkswagen/Download music partnership is a logical extension to our history of supporting emerging musical artists,” said Keith Price, Public Relations Manager, Volkswagen of America, Inc. “The Download Festival is innovative in combining music with technology, and directly speaks to the people who buy Volkswagens”.
As the fourth leading automobile manufacturer in the world, Volkswagen has established a well-earned reputation for reaching its target audience through innovative, memorable marketing campaigns that capture its unique brand essence and now the “Mali Bug” will assist them in keeping up with their cutting edge rep.
Love the vibe the song lends to the vw footage! Feels like one of those “get away weekends” we all want, but also feels respectful to the earth. It’d be great if the Bug was electric or a hybrid, then the intention of this video would have a stronger impact on the individuals you’re targeting.
@Mali & Kaya:
Very cool marketing approach, combining a boho personality with a boho-ish auto manufacturer. So where can I see the “Mali Bug”? Also, how big is your team? How many of you are working on the marketing for “Mali Woods”?
@Mail:
Does branding yourself this way conflict with past hippie ideology?
issy
Hey Issy -
You’re right, why doesn’t VW have more “Green” vehicles? It makes sense that they would? I’d actually prefer a bug over a Toyota Prius or Honda Insight any day.
@mali:
Nice song! Makes you reflect on the basics. Takes me back to the “grassroots” of why being Green gives you a freedom that’s been overlooked. I like the way it feels!
pe@ce,
j
Hi Issy,
It conflicts with the extremist who missed the point of balance. Balance is an important lesson taught in life by forcing humanity to live on one planet, were they must compromise and share in order to survive. I can see how it’s beneficial to the world to have more individuals that care about life in positions to make change without having to fight for it. This is what branding “Mali Woods” means to me… never about the single individual, but always about the whole.
The extremist in the past tightened their guitar strings too much and became inflexible and unable to adapt and change like a stream that flows into a beautiful lake. This inability to bend and be flexible almost killed the “peace” movement . You can’t change a reality without being able to see the compromise point – where any two extremes meet. After seeing the nexus, you have to be able to touch it while staying in your own center. You can’t do it with a false image of self, it will drive you insane, causing you to believe the individual is greater then the whole. Not many can find or sit in the eye of the storm, so most movements fall apart before reaching their goal.
I don’t view myself as only a (new age) hippie. My goal is well-roundedness in order to create an inner fullness that allows you to break the rounded cycle, giving way to growth and the ultimate inner and outer change. If the approaches taken in the past weren’t successful, why would I hold them with such high regard? I look for the good in all things and build a new way with those heavenly building blocks.
Hope this answers ya question issy, but why do you ask?
@ jassie:
Thanks – ur such a good friend!
love u,
mali
It’s time for another try at this world peace thing … toot, TOOT… all aboard.
j
Well it’s about time
I knew there was a group of gals out there I could shake things up with…lol
Jasmine, I’m with it… toot, TOOT!
*rey
Hi Rey,
Such a pretty name! Good to have you with us
Look forward to gettin’ to know ya!
jas
Hi Issy,
We’re small team of 5, but 3 of us, including myself work with Mali directly on her music project. The other 2 team members focus on the parent company, U-neon Inner-tainment. You’ve meet Jas. There’s another girl working with us name Pru, but she’s been out of the country visiting family.
Do you work in advertising?
kaya
cute! i drive a vw. i’d listen to your song in my car.
dada
Hi Mali,
I see… sounds like you’ve really put some thought into how to market yourself. I agree with your approach. Finding the perfect combination of anything means you’ve found the balancing point between extremes that brings them together. Had to think about it though
@ Kaya:
Yes, I’m in advertising. I work with SSPR out of Colorado.
@ Jas:
I just leased a Honda Insight that’s pretty cool, but I’d prefer a bug, too.
Issy
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Hey fantastic post.
About Volkswagen bad quality, have you heard of the Volkswagen Phaeton? Can you believe it’s basically a chopped up Bentley Continental GT? Sad, but true.
The VW Phaeton was a unimaginable catastrophe in my opinion, the worst vehicle made by Volkswagen!
Its Dangerous: VW Phaeton is a total flop!