ChallengeVW Crafter wanted to be the first option for businesses that required cargo vans. This category is moved by the benefit of cargo capacity.SolutionIn the biggest wholesale market in the country, where potential buyers for cargo vans are found, we built a giant QR code using the amount of orange boxes that a VW Crafter can carry. When scanned, it directed you to a video where you could watch a Crafter in the same spot where the QR code was placed and it carried all the orange boxes, demonstrating its cargo capacity.Results 224% increase in Crafter brand awareness among regular visitors of Central de Abasto.Average 70% sales increase among the 4 VW distributors closer to Central de Abasto.According to a survey among visitors, 87% expressed they would change their current cargo vehicle to Crafter69% of the people in the Central de Abasto who scanned the QR code asked for more information about Crafter.

We made a huge structure in the Central de Abastos impossible not to notice. It was a QR Code made out of orange boxes. When scanning the QR code, our target audience could see a video where all the boxes were placed inside the van. Considering that penetration of smartphones among small and medium company owners is five times higher than average Mexicans as it is their portable office, we discover that bringing a good experience to their smartphones would help us to get a new and unexplored channel where our message would bypass all the advertising clutter. Mobile and the big QR code structure were the media that worked together to make prospects scanning the code and access to the entire message and to live the brand experience.

According to a survey conducted among regular visitors of Central de Abastos, Crafter increased brand awareness by 224% compared to a study conducted a year before among a similar target audience. Awareness turned into purchase intention as 87% of participants expressed they would like to change their current van vehicle for Crafter and/or Crafter would be their first option when renewing their current vehicle. VW distributors closer to Central de Abastos increased their sales of Crafter by 70% on average during the following two months after the activity.