The New Volkswagen Passat incorporates as a standard a Pedestrian Detection system. We wanted to let people know about it with a demonstration of how it worked as well as invite them to visit the website. However, instead of doing the demonstration on the street, we chose cinemas and made latecomers help us introduce the technology in a fun and memorable way. Therefore, the launch campaign was accompanied by an action, which in turn generated interaction, awareness and relevant content for the social media channels of the VW brand.

The action was performed with a 2-minute trailer at the start of the projection to take advantage of people who were late. During that time, when someone arrived, the person was detected in the dark and a focus illuminated him. At the same time, the Pedestrian Detector icon appeared on screen with an alarm sound, stopping the projection of the trailer. Once the person sat, the technology was introduced and the trailer resumed. At the end of the trailers, the ad of the New Passat appeared.

The aim of the action was to create awareness about the New Passat Pedestrian Detector assistant. And it was largely achieved. Visits to the innovation section in www.volkswagen.es grew by 39.8% and to the New Passat section by 44.2%. The keywords "New Passat" and "Pedestrian Detection" were searched 1519 times during the days following the event. Total leads went up by 19.3% in comparison with those achieved during the months preceding the event. Furthermore, 117 test drives were requested because of the action.