To demonstrate the cooling effect of air conditioning, we came up with a visual analogy comparing the car to an ice cube. This was dramatised in a variety of executions in different media. The mail pack included a special Volkswagen ice tray that could be used to make little Polo shaped ice cubes. Magazine ads and posters featured a full-size Polo-shaped ice sculpture. The actual sculpture was parked outside Tate Modern gallery for visitors to see as it melted.

This truly integrated campaign was a huge success. The direct mail activity achieved a fantastic response rate of 10.4% - double the target of 5%. Many of the national newspapers covered the ice sculpture stunt at Tate Modern, the press and poster activity created a high level of awareness, and the ice tray was so popular that many prospects called to ask for extra trays.