| Title | PARK & DRIVE |
| Brand | VOLKSWAGEN POLCZYNSKA DEALER |
| Product/Service | TEST DRIVE |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
DDB & TRIBAL Warsaw, POLAND
|
|
Advertising Agency
|
DDB & TRIBAL Warsaw, POLAND
|
Credits
| MARCIN MROSZCZAK |
DDB/Tribal Warszawa |
Chief Creative Officer |
| MACIEJ WALIGORA |
DDB/Tribal Warszawa |
Executive Creative Director |
| ZUZANNA DUCHNIEWSKA-SOBCZAK |
DDB/Tribal Warszawa |
Executive Creative Director |
| MAGDALENA DROZDOWSKA |
DDB/Tribal Warszawa |
Deputy Creative Director/Art |
| MATEUSZ KSIAZEK |
DDB/TRIBAL Warszawa |
Deputy Creative Director/Copywriter |
| ELZBIETA MIELCUCH |
DDB/Tribal Warszawa |
|
| KASIA SEYFRIED |
Ddb/Tribal Warszawa |
Head of Creative Solutions |
| MACIEJ KOZŁOWSKI |
CUTCUT |
Editor |
| IZA SOKOLOWSKA |
CUTCUT |
Producer |
| JOANNA CYGANIK |
Volkswagen Polczynska Dealer |
Head of Marketing |
| ALEKSANDER BEJMA |
Web Wizards |
Project Manager |
Brief Explanation
Park & Drive is a low budget promo campaign aimed at giving office workers Volkswagen experience. It's a new kind of test drive that not only lets people take a car for a spin but also makes their morning less stressful. Though made by a local Volkswagen dealer, the promo gave selling as well as image results.
Results and Effectiveness
The test drives were fully booked each morning. Two of the drivers actually bought the tested cars. Attracting consumers to test drive a new car takes an expensive media plan but getting them to actually buy a new car is even more expensive. In Poland, average ad spending per new car sold is 1080 euro (source: Kantar Media, 2014). But we think small. The whole Park & Drive campaign cost 520 euro. That means we spent only 260 euro per each car sold. A simple, human-centred innovation was appreciated by audiences around the world and those hard working people who, thanks to Volkswagen, had a less stressful morning.
Creative Execution
Volkswagen is all about simple, practical innovations, not technological fireworks. Even such a small-scale dealer activation is designed to make people's life easier. The promo was first advertised via social media but since many employers block social media sites, we had to find another low-budget idea. We turned to sandwich deliverymen and asked them to hand out simple leaflets. The very next day we got more participants than we could handle. After each drive people were handed brochures on the model they tested.
Insights, Strategy and the Idea
Our target group consisted of office workers in Warsaw. Over 100 000 of them work in a business area called “Mordor”. This place got its name for a reason. It’s a transportation nightmare. People get through horror each morning trying to find a parking spot. All spaces are taken long before the office hours. Office workers in Warsaw are also overworked. They don’t have time to go to a showroom and take a car for a spin. To give them a Volkswagen experience, Volkswagen dealer in Warsaw gave them some extra time and some extra space.