Volkswagen Hong Kong: Project Polo - turning probationary drivers into professional ones
Andreas Krasser
Campaign details
Brand owner: Volkswagen Hong KongLead agency: DDB Group Hong KongBrand: VW PoloCountry: Hong KongIndustry: Automotive industry, marketChannels used: Earned media, buzz, Events and experiential, Internet - display, Online video, Social media, Word of mouth, advocacy Media budget: Up to 500k
Executive summary
This case study describes how Volkswagen New Polo gained test drives by bringing them forward in the customer journey in the guise of advanced driving lessons and thus changed...