Our Swayamvar challenged India to do “Anything4Jetta” - offering them a platform to compete and express themselves.INVITATION: We wrapped the two top dailies in a custom-made silver sheet, creating a metallic wedding invitation to get India to participate -the biggest Swayamvar announcement ever and a media first!RSVPS: Digital activity encouraged suitors to register on the Anything4Jetta website and to use #anything4jetta on Twitter.MAKING AN OATH: Suitors had to tweet, call, message or write detailing the craziest thing they would do for Jetta. Those who made the most outrageous promises were then asked to perform their “act of love” in front of a live audience on MTV - the must-watch channel for our target audience.WALKING DOWN THE AISLE: After consultation between VW and the MTV VJs, we gave away our bride - the beautiful VW Jetta - to the most worthy suitor on national TV.

We delivered massive reach:Our silver press invitation reached 4.4m readers in a single dayAnything4Jetta was India’s biggest-ever Twitter event, reaching 9.5m unique users and generating 10,000 tweets per day in the first week, totalling 280,000 tweets by the end of the campaignThe MTV live event was watched by 9m viewers Our Swayamvar created the emotional bond we wanted with our target: Brand sympathy and brand confidence scores hit 74% and 77% respectively - making Jetta the No. 1 in its class.And that connection drove revenues through the roof - sales rose 143%!