Volkswagen Post-it to win it in India
Brand owner: Volkswagen
Agency: Mediacom Communications
Brand: Volkswagen Polo and Vento
Industry: Automakers and marques
Media budget (USD): $3 - $5 million
Channels used: Events and experiential, Internet - display, Newspapers, Outdoor, out-of-home, Radio, Television
This case study describes a campaign to encourage Indian consumers to test drive a Volkswagen Polo or Vento using a wide variety of novel applications of Post-it® sticky notes across media and other branding opportunities to create awareness and a "reminder" to act and book a test drive. Each note carried a dedicated test drive booking number and anyone taking a test drive would be eligible to win one of the Volkswagen models. In it results section, this case cites the increase in test drives and sales that followed the campaign.