Volkswagen Post-it to win it in India

Pooja Patil
Mediacom Communications

Campaign details

Brand owner: Volkswagen
Agency: Mediacom Communications
Brand: Volkswagen Polo and Vento
Country: India
Industry: Automakers and marques
Media budget (USD): $3 - $5 million
Channels used: Events and experiential, Internet - display, Newspapers, Outdoor, out-of-home, Radio, Television

Executive summary

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.

Campaign background