Cannes Lions
DDB UK, London / VOLKSWAGEN / 2012
Overview
Entries
Credits
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).
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