2012 Winners & Shortlists

The Brief

Volkswagen wanted to re-launch the Touareg with a feature-driven campaign, one of them being Area View, a parking system that combines the view of 4 cameras to create a unique bird’s eye view.

Creative Execution

The back of the card explained the feature and invited people to a test-drive at a Volkswagen Showroom.

Describe the creative solution to the brief/objective.

As parking is a challenge in this region, we saw a unique and relevant opportunity to use this to our advantage. Instead of talking about the parking system, we decided to give people a taste of it. So we sent promotion teams to parking lots where we hijacked people’s rear view cameras by sticking a card in front of them. It simulated the bird’s eye view you would get in a Touareg.

Results

We printed and placed hundreds of cards. However, we don’t know the number of test-drives we achieved with them. But let us tell you this: The entire stunt cost us less than what we would usually pay to target only one new buyer.