Volkswagen had recently launched this interesting ambient campaign to launch its Eos Convertible in Australia. The motor firm wanted people to experience the exquisiteness of driving a car with open top and they also encouraged them to take a test drive through the campaign. In order to achieve this objective, advertisers decided to provide potential customers a preview of what it was like to drive the new Eos Convertible. Selected potential buyers were sent a pack containing three large format posters, featuring beautiful photographs of the sky.
Along with the posters, they also gave them instructional books that asked them to wind down their windows and attach a poster, which were given to them, simulating the experience of open top motoring. According to advertisers, due to the campaign the test drives were shot up by 62 percent.
However, though the basic idea of the campaign is communicated but it involved many activities on both sides. There are chances that the requirements of the campaign might have dissuaded people to test it. However, open top motoring experience with using posters seems to be slightly exaggerated and implausible. The campaign was created by DDB Sydney, Australia.
Via Ads of the World
