2012 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

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

Insights, Strategy and the Idea

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. 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 and use a medium with a superb reach in this region but which has never been used for advertising before.