Cannes Lions

UP!

DDB UK, London / VOLKSWAGEN / 2012

Presentation Image
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

We created a miniature ‘Glove Box Book’ showcasing ‘The Narrow Roads of Britain’. It encouraged the user to seek out their nearest narrow road by typing the GPS co-ordinates on each image into the up!’s 'Maps and More' infotainment system (Personal Infotainment Device that has been developed to organise navigation, telephone, information and entertainment.) The book also gives a bit of background to each narrow road – from defences built to keep out the marauding Scots to 13th Century red light districts.

Outcome

The up! book forms part of the overall demonstration booking campaign strategy and to date, the bookings are already at 49% against a full years target. Sales are also reflecting an outstanding result at 155% orders (MTD up to 17th April 2012).

Similar Campaigns

12 items

Shortlisted Eurobest
Porsche Marriage

ACHTUNG!, Amsterdam

Porsche Marriage

2016, PORSCHE

(opens in a new tab)