| Title | PAUSOMAT |
| Brand | VOLKSWAGEN NUTZFAHRZEUGE |
| Product/Service | VOLKSWAGEN COMMERCIAL VEHICLES |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
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 |
The Brief
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 again. We built a vending machine: the Volkswagen Commercial Vehicles Pausomat. We put in free snack boxes and set it up at highly frequented motorway services in Germany. To get the snack, drivers had to take a five minute break. Afterwards the dispensing compartment opened and the drivers got their snack. With our Pausomat we showed every professional driver that breaks are worth taking. And additionally we made roads a little bit safer.
Describe how the promotion developed from concept to implementation
We developed Germanys first vending machine, where you have to take a break to get the content: the Volkswagen Commercial Vehicles Pausomat. The Pausomat was implemented with high quality metal snack boxes. Inside the boxes were fruit, beverages, chocolate and cereal bars and dextrose tablets. We set up the Pausomat at highly-frequented motorway services in Germany. To activate the Pausomat, the drivers had to press a button and the snack box dropped into the dispensing compartment. A clock counted down the minutes. After five minutes, it was possible to open the dispensing compartment and the drivers received their snack boxes.
Describe the success of the promotion with both client and consumer including some quantifiable results
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. During our campaign we increased the test drive bookings at our Volkswagen Commercial Vehicles dealers.
Explain why the method of promotion was most relevant to the product or service
Instead of using traditional media, we got in contact with our target group with the help of a clever machine: the Pausomat. And with our Pausomat we reached our target group on the spot: at their hectic working places – the motorways. We not only helped professional drivers to get a relaxing and tasty break, but also called attention to their problems.