Volkswagen Public Polo (Pak de Polo)
The new Polo is blessed with a tough appearance. So we wanted an idea that suited it’s distinctive character. An Idea that gave people with a little bit of guts a chance to get to know this new Volkswagen in an unconventional way.
For 8 days, the new Polo became public property. Drivers had one goal: drive as many kilometers as possible, and you could win the new Polo. Cameras were mounted on the Polo to stream live images to the campaign site - 12 hours per day, 8 days long.
The car's route was solely determined by website visitors. By entering their postal code, they could steer the Polo toward their neighborhood.
The introduction was announced to the general public in a series of short, teasing TV commercials. The Polo could also be followed daily, live on radio. The emphasis of the campaign was on online media. For example, people could 'steel' the Polo from each other's Hyves.nl social network profiles. And we challenged renowned blogs to participate in Get the Polo.
Digital campaign materials
TV & Radio campaign materials
