THE HIJACKED REAR-VIEW CAMERA
Brand | VOLKSWAGEN |
Product/Service | AREA VIEW PARKING SYSTEM |
Entrant | MEMAC Dubai, UNITED ARAB EMIRATES |
Category | Alternative Media |
Entrant Company: | MEMAC Dubai, UNITED ARAB EMIRATES |
DM/Advertising Agency: | MEMAC Dubai, UNITED ARAB EMIRATES |
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.
Credits
Steve Hough |
Memac |
Executive Creative Director |
Ramzi Moutran |
Memac |
Creative Director |
James Purdie |
Memac |
Art Director |
Logan Allanson |
Memac |
Art Director |
Sascha Kuntze |
Memac |
Copywriter |
Ali Mokdad |
Memac |
Copywriter |
Anja Radzic |
Memac |
Account Manager |
Mona El-Mahdi |
Memac |
Brand Communications Manager |