The Challenge: The purpose of the promotion was to reach the target group in an unusual way, to surprise them, to attract positive attention to the Jetta and ultimately to generate leads. The objective was attained by implementing an intelligent guerrilla campaign.

The placement literally took customers by surprise, reaching them in a moment where style is most relevant: while shopping around. This goes especially for buying a wallet, yet the emotional staging of the car as a virtual family member transported the claim in a highly personable way.

Response: 2.9 %.Catalogues ordered: 43.Requests for test drives: 43.