In order to introduce Volkswagen’s ACC (Adaptive Cruise Control) technology, we created an innovative bus panel that went far beyond a traditional advertisement, because it engaged consumers in a unique activation experience of real-time interaction. For that purpose, we adapted Volkswagen’s own ACC technology to use it as a communication resource and presented all the ACC benefits right when drivers need it most: when in traffic. This way, drivers had the opportunity to experience a simulation of the Volkswagen technology in a new and innovative way. Once impacted, people were invited to take a test drive at the nearest dealer.

The first stage in the development of the interactive bus panel was to adapt ACC to be used in the rear part of the bus, instead of the Volkswagen dashboard. Instead of warning the bus driver of the vehicle ahead, the proximity sensor would warn car drivers when they got too close to the bus. This way, any driver could have a sample of the safety that this technology offers. The buses circulated for three months, on streets near the main Volkswagen dealers in São Paulo.

Thousands of drivers and pedestrians were directly impacted by the interactive bus panels and got to know more about Volkswagen’s ACC technology. They also contributed to increase the message reach, by sharing it on social media. Results were well beyond our expectations: visits to dealers located near the bus routes increased by 30% and test drives increased by 35%, as compared to the same period in the previous year.