Cannes Lions

VW TOUAREG

MEDIACOM, Dusseldorf / VOLKSWAGEN / 2005

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Overview

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Credits

Overview

Execution

The escalator’s railing ads showed the Touareg’s “traction” power. With the height of the escalators, no grade will be too steep for a Touareg to climb while pulling a huge trailer load behind it.

Outcome

Increase in awareness of the product benefit "superior traction" by Index 130, resulting in more use of the Touareg as car for traction-needed activities like sailing and riding (+35%).

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