Volkswagen Holland launched a great new campaign called ”Pak de Polo”. Its a real life interactive campaign, where a new model Polo travels across Netherlands for 8 days. Along the way, anyone who spots the car (between 9am to 9pm), can signal the current driver to stop the car and you can take his place! Then if you get stopped, you must leave your seat as well. The driver to drive the car for the longest distance, wins. The campaign generated a buzz in the country.
The Website airs footage in real time from inside and outside the car, giving a tip for those who want to participate in the game. In addition, visitors can leave their postcodes and request that the car go to their towns. This is being promoted by TV commercials and radio. Plus there is also a digital version in the form of a game for members of Hyves, a popular social network in the country.
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July 23rd, 2009 at 7:23 pm
It’s Hyves, not Hives.
July 23rd, 2009 at 7:53 pm
Nice article on this innovative campaign made by Achtung!. Only one remark regarding the social network that is mentioned, Hives. That should be Hyves (www.hyves.nl) instead of Hives (allthough this is a pretty nice Swedish rockband). Hyves is the biggest social network in the Netherlands with 9 million members, on a population of 16,5 mio.
July 23rd, 2009 at 9:06 pm
Thanks for the tip Jori
July 25th, 2009 at 9:10 pm
Very cool idea