Volkswagen: Live Test Drive Case Study

Wed, Oct 27, 2010
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AlmapBBDO Brazil created a neat interactive meets experiential campaign earlier this year for Volkswagen’s new Amarok (most of you guys will have seen this campaign?). Essentially the idea was to create a virtual test drive that people could experience live from their home or office.

So, they setup a huge outdoor test track, along with a seemingly automated car (which I’m sure was just a driver following instructions!) that takes your virtual test drive directions over the phone while you watch it live on your computer.

The campaign had over 300 live test drives, 500,000+ unique site visitors and generated 7,392 online purchase intentions during the campaign period (which is suspect are brochure requests / test drive bookings).

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