The media team invited 300 media partners to VW Media Day held in New York City. We showed them a video clearing up the essence of the Volkswagen brand and presented our media goals and objectives. Given the low budget and cluttered media environment, we challenged our partners to come up with the most unique and innovative ideas that will help us achieve maximum impact. The results were incredible. One of the many ideas that came from VW Media Day was the Captivate 'Drive the Drivers' programme. Working with our partners at Captivate Networks, the media team selected, structured, negotiated and executed the programme.