Friday, August 31, 2007

Let the sun shine in

To generate test drive enquiries for the new VW Eos convertible, DDB Sydney mailed out a set of sunny sky posters to potential buyers.

An instruction sheet in the pack explained how the recipient could get a taste for the topless Eos, by sticking one of the posters onto the interior roof of their current car.

Now I hate to be cynical, but I really can't imagine anyone would actually bother to go to the trouble of sticking a poster up in their car.

Having said that, I have to say I love this idea. It's such a fun, involving and unexpected communication piece.

Consumers obviously thought so too, as test drives were up 62% compared to previous VW mailings.

Still don't think anyone would bother to stick up a poster though. ;-)