VW Polo Blue Motion: Sushi Belt

Credits:

Advertising Agency: DDB GERMANY, Duesseldorf, GERMANY
Date Of 1st Implementation: 03/06/2006

Amir Kassaei DDB Group Germany GmbH Chief Creative Officer
Eric Schoeffler DDB Germany/DDB Düsseldorf Executive Creative Director
Heiko Freyland/Raphael Milczarek DDB Germany/DDB Düsseldorf Creative Director
Fabian Kirner/Michael Kittel DDB Germany/DDB Düsseldorf Art Director
Felix Lemcke/Jan Propach DDB Germany/DDB Düsseldorf Copy Writer
Louisa Ibing DDB Germany/DDB Düsseldorf Account Director
Madeleine Recht/Nadine Kunst DDB Group Germany Project Manager
Johannes Haverkamp DDB Germany/DDB Düsseldorf Camera/Editor

The task: Show people that with the Polo BlueMotion you can drive up to 1100 km without a petrol stop. Therefore we decided to reach the public at a place where it got voluntarily in contact with the medium and saw the product benefit directly in action.

We put small model cars of the Polo BlueMotion on the conveyor belts in Sushi bars. On the cars small signs and dispensers were placed with the following messages: “Up to 1100 km without a petrol stop. The Polo BlueMotion.“ and “Grab it and win!“.
Everybody who took a card out of the dispenser and introduced the code printed on it into the „Polo BlueMotion“ microsite could fix a test drive online and automatically took part in a raffle.
100 weekend trips with the Polo BlueMotion were distributed among more than 20,000 participants. Including a complete petrol filling for a distance of 1,100 kilometres, of course. 820 Polo BlueMotion were sold in 2006. The production margin for 2007 was consequently increased.