Cannes Lions

BEETLE CONVERTIBLE

PALM PUBLICITE MARKETING, Montreal / VOLKSWAGEN / 2004

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Overview

Entries

Credits

Overview

Execution

Our annual sponsorship of this prestigious ski resort made it possible to implement this innovative media in a very targeted environment. VW was therefore able to stand out in a highly credible manner. The real beauty of this enviroment is that advertising clutter is non-existent. The message was intimately connected with the emotional and physical sensations related to actually driving an NBC.

Outcome

It's very difficult to attribute business results to this activity. However, Le Cabriolet was impossible to ignore - we're confident that consumer's perceptions of both model and brand were significantly raised. This ski tow is used by 1,105,170 people during the ski season and 932,100 during the rest of the year.

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