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. ;-)