The Volkswagen Junior World Masters 2010 - film series

This paper describes my involvement in the Volkswagen Junior World Masters film series for 2010. A three-DVD box set is being submitting for review. In the latter sections of this document, I outline the efforts that went into writing, directing and editing these films for broadcast on international television and over the Internet. In the opening chapters I assess the marketing strategy behind the Volkswagen Junior World Masters and discuss the value of the tournament from a brand seeding perspective. I describe how our media-saturated culture is making it extremely difficult for brands to achieve saliency, particularly amongst the youth. I pay special attention to Generation Y (also known as Generation Me) asthis highly individualised group prompted Volkswagen to create a soccer showcase specifically for pre-adolescents. I demonstrate that this major brand-building endeavour is designed to groom the preteens of today into becoming the Volkswagen drivers of tomorrow. I trace the efficacy of this campaign back to the collective childhood dream of achieving global soccer stardom. By becoming an important stepping-stone in the possible fulfillment of that dream, Volkswagen is tactically aligning itself with the increasingly self-interested proclivities of Generation Me.

Grantor dc:publisher.institution

Centre for Film and Media Studies

Year dc:date.issued

2010

Author dc:creator

• Pybus, Lauren

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/11427/9040

OAI identifier oai:identifier

oai:open.uct.ac.za:11427/9040