| Title | PAUSOMAT |
| Brand | VOLKSWAGEN NUTZFAHRZEUGE |
| Product/Service | VOLKSWAGEN COMMERCIAL VEHICLES |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Advertising Agency
|
GRABARZ & PARTNER Hamburg, GERMANY
|
Credits
| Ralf Heuel |
Grabarz/Partner |
Chief Creative Officer |
| Diana Sukopp |
Grabarz/Partner |
Creative Group Head |
| Marcus Wilder |
Grabarz/Partner |
Art Director |
| Soenke Jansen |
Grabarz/Partner |
Account Director |
| Katja Hoffmann |
Grabarz/Partner |
Copywriter |
| Alexander Michaelsen |
Grabarz/Partner |
Copywriter |
| Katrin Borchardt |
Grabarz/Partner |
Account Supervisor |
| Kai Struwe |
Grabarz/Partner |
Producer |
| Julia Koop |
Grabarz/Partner |
Agency Producer |
| Ramsis Moussa |
Volkswagen AG Nutzfahrzeuge |
Advertiser Supervisor |
| Dr. Stefan Pfeiffer |
Volkswagen AG Nutzfahrzeuge |
Advertiser Supervisor |
| Dorthe Meixner |
Volkswagen AG Nutzfahrzeuge |
Advertiser Supervisor |
Results and Effectiveness
With our Pausomat we helped many professional drivers get a relaxing and tasty break. In addition, we made the roads safer and showed that Volkswagen Commercial Vehicles takes the wellbeing of professional drivers seriously. And we increased during our campaign the test drive bookings at our Volkswagen Commercial Vehicles dealers.
Creative Execution
We built a vending machine: the Volkswagen Commercial Vehicles Pausomat. We put in free snack boxes and set it up at the most highly frequented motorway services in Germany. The chief attraction: to get the free snack you have to take a five minute break. Because after 5 minutes the dispensing compartment opened and our drivers got their free snack.
Insights, Strategy and the Idea
One in six serious accidents on German motorways is caused by overtired professional drivers. We wanted to convince our target group to start taking breaks more seriously once again.