Volkswagen and Paul Weller back campaign to promote Abbey Road concerts
Paul Weller appears in a trail advertising a strand of music programming supported by Volkswagen that will see the veteran perform at Abbey Road studios in the first of eight concerts. The 'branded content' series - which was developed by MediaCom Beyond Advertising on behalf of Volkswagen - is a complex collaboration between a number of different companies operating in different areas of the media. MediaCom's Nick Cohen explained that the series had been "designed from the ground up to fit with the values espoused by the new VW Beetle" and was part of an effort by the German car manufacturer to "re-engage with the 30-something to 50-something male demographic." Cohen added that the involvement of Abbey Road was vital to the project as it was important that the series is both "credible and authentic". To this end, he considered the heritage of the VW's iconic car to be an equally crucial part of the mix, pointing out that "the original Beetle appears on the album cover of The Beatles's Abbey Road". In the trail Weller is enthusiastic about the famous studios in a series of clips taken from a longer interview conducted by journalist Chris Catchpole. As part of a highly integrated campaign, a longer version of the interview will be posted on YouTube and Cohen revealed that there has been a lot of effort to ensure the project is being talked about on social media. Spotify - the music streaming service - is another of the companies involved and they helped to co-ordinate a competition built around playlists that enabled a hundred lucky winners to attend the gig which will be recorded on Friday and broadcast next week on the 14 November.