To meet the target group as directly as possible we decided to use promotion cars. They literally take our message to the streets and can be used very flexibly all over town.So a fleet of Volkswagen New Beetle was tuned with special car parts to become talk of the town: Wheel caps that look like eyeballs play with the New Beetle’s organic forms and turn it’s silhouette into a human’s face with drunkenly revolving eyes.The promotional cars were used mainly at public events with a high consumption of alcoholic drinks. They made people curious for the ministry’s information material handed out on these occasions.

The feedback we generated was extremely positive. Several newspapers published articles about the events and the dangers of drunk driving. Numerous spectators took photos or filmed the promotion cars, thus spreading the message even further.