Brief/Objective

To launch the Passat into the Australian market. To drive traffic to the cars features on the website, register for more information and Induce trial.

Strategy/Idea

This online digital campaign was a component of integrated campaign involving press and TV by Volkswagen to launch the new Volkswagen Passat model into the Australian Market. The campaign sought to position the car as a prestige saloon with innovative luxury and value for money. This was demonstrated in the overall campaign theme: “New Volkswagen Passat – Full of Unexpected Pleasures”.

Interactive banners displaying the cars features; rain sensing windscreen wipers, automatic boot release and automatic head lights. The viewer could initiate the banner by clicking on the cars features or the car itself. Inserted into the banner is also a 360 degree exterior model of the Passat to encourage interactivity of the banner and view the car in more detail.

Results

This campaign was highly successful, we got one of the highest click through rates that Tribal has seen 0.84 well above industry standard.

There was excellent acceptance of all aspects of the campaign with measurable, positive impact on sales volume and rate.

Campaign Dates

2nd April 2006 to May 16th 2006

Credits:

Account Management:	Cathy Peare
Art Director:	Fred Haas
Production:	Fred Haas
Creative Director:	Fred Haas