Direct > Product/Service
VW BUS MILESTONES
OGILVYONE WORLDWIDE, Cape Town / VOLKSWAGEN / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
The much loved Volkswagen T3 Bus was being discontinued. The brief was, quite simply, to say goodbye. At the same time we wanted to create a feel-good factor around the brand and to support the sales of secondhand vehicles.
CampaignDescription
The 'milestones' brochure was created in the form of a diary which followed the milestones of Bus drivers over the years. From the psychedelic 60s love-ins to the wine-farm picnics of today. The brochure is incredibly interactive and includes keepsakes such as old Bus ads in postcard form, lyrics, snatches of shopping lists etc.
Outcome
The first objective which was to have a positive effect on the brand was met wholeheartedly. People were calling up to say thank you and to ask for extra copies for friends every day. Secondhand sales have been overwhelmingly successful with the VW Bus now selling for 40-50% over normal secondhand book value.
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