2014 Winners & Shortlists

The Campaign

The UAE hosts a huge amount of attractions. But once you’ve seen them all, there’s not much left to do. As a result, this lack of entertainment leads many people to the malls where they spend most of their time.

Results

Volkswagen has a fairly low presence in the region; they needed to get more people test driving their cars and interacting with the brand. We wanted to utilize the Volkswagen roadshow truck and create something that could travel around the region with it. However we were up against a challenge, how do we get a large amount of people test driving our cars, in a 3 x 14 meter space? We launched the Instant Test Drive – The first test drive all in your mind, using your alternative senses to instantly experience a Volkswagen. Our beautifully designed sound pods gave people a taster of a real test drive in a fun and exciting way. These sound-proof dark pods immersed users into another world using state of the art binaural sound, complimented by hydraulics and wind machines.

We created a Volkswagen brand experience that is easy to set up and can travel anywhere. People were able to interact and engage with the brand in a fresh way, taking the experience directly to them.

So far the sound pods have created a 5,000 footfall and it’s still travelling around the region. Including our online campaign, the experience has already generated a 12% increase in actual test drives across showrooms in the region.