- Double Take

Working with DDB, ID created a pop-up showroom to support the launch of the new VW UP! And VW Beetle.

How it worked

  • We created an innovative mobile showroom showcasing both cars - encouraging consumers to 'Double Take' interupting shoppers where they least expected it
  • 95 shopping centres were visited over 6 weeks nationwide
  • National 3 day events were coupled with smaller 1 day local events to support specific dealerships
  • Brand Ambassadors gained hot leads from a new audience for retailers, and encouraged test drive booking

The Results

  • 1 in 5 consumers were converted to a hot lead
  • Exceeded hot leads target by 13% and participation by 38%
  • 80% of visitors to the experience said they were likely to tell others
  • A cross section of demographics of ‘new consumers’ were attracted, with Beetle attracting mostly under 35-year-old males – target audience bullseye.
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