Volkswagen Promo, Case study TERRARIUM by DDB Madrid

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Spain
Agency DDB Madrid
Creative Director Juanra Alfaro
Art Director Anibal Estrella
Copywriter Lluis Collelldemont
Released June 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: VOLKSWAGEN
Product/Service: VW TOUAREG
Date of First Appearance: Jun 16 2010
Entrant Company: DDB SPAIN, Madrid, SPAIN
Chief and Executive Creative Director: Jose Mª Roca de Viñals (DDB Spain)
Creative Director: Juanra Alfaro (DDB Spain)
Art Director: Anibal Estrella (DDB Spain)
Copywriter: Lluis Collelldemont (DDB Spain)
Account Director: Gorka Lozano (DDB Spain)
Acount Team: Laura del Rio (DDB Spain)
Media placement: Ambient Media: Large Scale - Terminal 1’s Barcelona International Airport - 16.06.2010

Insights, Strategy & the Idea
To launch the New Touareg, with a notorious stand at Terminal 1’s Barcelona International Airport.

Creative Execution
We presented the New Touareg in a giant 24 m² crystal enclosure (Terrarium) full of snakes.

Results and Effectiveness
Great visibility: More than 5 million travellers passed by, spontaneously sharing their pictures and videos through social networks. More than 40.000 views at the exclusive YouTube channel mentioned at the stand. It doubled the test drive applications compared to any other conventional approach for the same car model. It did it with a ZERO investment on digital or any other traditional media.