Title	PARK & DRIVE
Brand	VOLKSWAGEN POLCZYNSKA DEALER
Product/Service	TEST DRIVE
Category	C02. Cars & Automotive Services
Entrant Company	DDB & TRIBAL Warsaw, POLAND
Advertising Agency	DDB & TRIBAL Warsaw, POLAND

Name	Company	Position
MARCIN MROSZCZAK	DDB/Tribal Warszawa	Chief Creative Officer
MACIEJ WALIGÓRA	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 KOZLOWSKI	CUTCUT	Editor
IZA SOKOLOWSKA	CUTCUT	Producer
JOANNA CYGANIK	Volkswagen Polczynska Dealer	Head of Marketing
ALEKSANDER BEJMA	Web Wizards	Project Manager

The Brief

Our target group consisted of office workers in Warsaw. Over 100 000 of them work in a business area called “Mordor”. The 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, Warsaw Volkswagen dealer gave them some extra time and some extra space.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The 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.

Explain why the method of promotion was most relevant to the product or service

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.