"El Toque" de Volkswagen: De Broma a Creatividad

Volkswagen creó un sistema singular y llamativo. Creó un medio innovador para reducir aún más la probabilidad de choque por no haber visto antes. Simples luces en cierta área proveen el punto a pro de esta idea.
Pero ¿cómo promocionar algo así de forma certera y creativa? Ciertamente Volkswagen lo logró. Y lo hizo de una forma tan original como conocida. Tan conocida es, que ya nos la habrán hecho alguna vez. Me refiero a una broma inocente de niños y a una clásica que no lastima a nadie, pero bien hace reír a todos.
La típica broma de tocar el hombro para que alguien voltee al vacío y no mire a nadie, con la ayuda de “das auto”, se convierte en una publicidad BTL única y muy sencilla.
Un sujeto camina a la par tuya y te hace la broma, así inicia esta campaña; luego el mismo te da un papel cuando te volteas. Ese pequeño papel dice simplemente “que no lo veas no significa que no está ahí”. Simple, pero definitivamente efectiva y muy inteligente.


Ahora, para mayor efecto y eficacia, se hace esta inocente broma a varios transeúntes desprevenidos o muy concentrados en su labor diaria o del momento. El resultado se hallaba entre las sonrisas, la sorpresa y el papel azul que contenía el mensaje. Supongo que el mensaje era más que claro.
Puede decirse que, pese a tener espejos retrovisores y de todo tipo en el vehículo, no siempre se puede uno dar cuenta del entorno. Sea cual sea el motivo, los accidentes ocurren porque no se pueden prevenir siempre; pero eso no significa que se puedan reducir aún un poco más.
El sistema estilo “yoka-poke” (técnica de calidad que se aplica con el fin de evitar errores en la operación de un sistema) de Volkswagen en ese sitio reducen la probabilidad de accidentes aún menos de lo habitual.
Fuera del producto, y regresando a la campaña, el auto del pueblo demostró con sencillez y efectividad lo que su sistema puede hacer por uno. Si bien no te toca, te avisará; o al menos eso te da a entender dicho mensaje.
Es un BTL que definitivamente es económico, sutil, ingenioso y llamativo. Es una idea muy creativa la que se ve. ¿Quién diría que una broma podría dar origen a una campaña tan sencilla y divertida?

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