Cannes Lions

VW FOX

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2006

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Other properties were created to broaden the relevance of the Fox Space.A vignette – followed by a commercial – shown on the plasma monitors at the theater lounges communicated the existence of the space inside the room.On the screens, after the safety vignette (identifying the location of the extinguishers) the first-time comfort vignette was aired showing the location of the Fox Space in the room, followed by another of the commercials.

Outcome

The investment, relatively low, was optimized due to the spontaneous repercussion caused by those that underwent the experience, as well as by the news and praises generated by the press. This was one of the communication's tactical actions that helped establish the Volkswagen Fox as Brazil’s second most sold model.

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