Media: Sandwich Boards (...on bikes!) plus strategically located signage.Message: ‘At this price, you have two choices: ride a bike or drive a VW TDI.’ A credible message designed to make heads swivel! Guerilla Postings: board-toting bicycles circulating near high-traffic gas stations. Out-Of-Home Signage: different creatives spread out strategically, according to exact mapping and site environments. Prices on bikes were adjusted daily and locally according to varying prices posted by nearby gas stations.

Hop on your bike...good news spreads fast! With a minimum budget and tight timelines, VW delivered an eye-opening, humorous message to consumers who needed cheering up. This ‘good news’ campaign exceeded expectations, with a 25% increase in TDI sales in the following months, compared to the same period previous year.