Artists Slash and John Mayer performed on the car/guitar on TV adding credibility to the offer. We brought the idea to life by staging our own live performances at concerts and on city streets. We integrated the television concept in radio programming. Ten second announcements which read “You know what’s the coolest thing about getting a First Act Guitar when you buy or lease a Volkswagen?....you could rock a song like this one…” leading directly into a song starting with a well known guitar riff.

Volkswagen saw a marked increase in several key metrics. According to a GfK image/intentions survey, from 1Q-4Q 2006, awareness was up 7%, favorable opinion 7%, and consideration 9%. Probably most importantly, after a prolonged nosedive, Volkswagen sales increased 5% from 2005.