Cannes Lions

VW FOX

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2008

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Overview

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Credits

Overview

Description

The VW Fox is an international sales hit. And that is another reason to keep advertising it's qualities. The challenge was to create something unforgettable to remind customers of its positioning: "Fox. Compact for those who see it. Gigantic for those who ride in it".

Execution

With the product's tagline in mind, we developed a 2 GB-Fox-shaped pen drive, to show customers they can load whatever they want inside a Fox. The pen drives were handed out to Volkswagen potential customers. When plugging the pen drive into a computer, people would open an image of the interior of the car in 260 degrees. They also found an invitation to get more information about the Fox and to perform a test-drive.

Outcome

The gift was seen as a nice, useful one. The pen drive generated interest among potential buyers. Approximately 65% of the recipients requested more information about the car through this action.

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