Cannes Lions

REAL AD

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2013

Presentation Image
Case Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

For the action we chose busy streets near VW car dealers with the target’s profile so that interested prospects could find out more about Tiguan at the POP.

Once the streets had been defined, stickers simulating double-pages from a magazine were placed on tight spaces on the ground.

By turning on the car’s Park Assist, Tiguan would park itself in the middle of the layout.

Outcome

In order to avoid high costs with print media in Brazil, we created a promotional action with high repercussion potential. The 'real ad' reached around 100,000 directly, reaching a cost per impact 40% less expensive than that of an ordinary double-page ad.

Besides that it increase the number of visitors at VW car dealers in 30% near these places.

Passersby were surprised, being impacted in a much stronger way than by an ordinary magazine ad, and the action became news on social networks via photo sharing by the users directly involved in it.

Similar Campaigns

12 items

"60,000 Bubbles worth of Ecological Impact”, Bubble Wrap Art in Shibuya

TOYOTA CONIQ PRO, INC., Tokyo

"60,000 Bubbles worth of Ecological Impact”, Bubble Wrap Art in Shibuya

2023, TOYOTA

(opens in a new tab)