We developed an idea that both demonstrated and advertised “Side Assist“ right where it operates: In your wing mirror. Our advertising cards contained warnings against dangers that could typically appear in your blind spot. But the top halves of the carefully chosen symmetrical words were missing – so they were only readable in a combination with a mirror. Which is where we attached them: On wing mirrors of commercial vehicles parked near VW dealerships. So we made it very clear to potential customers: Seeing only half of it is not enough. If you want to see all you need „Side Assist.“ Via URL and QR-Code drivers could contact dealerships for a test drive with the new Transporter equipped with „Side Assist.“

The most important VW commercial dealerships are in Hamburg, Berlin and Hannover. We focussed on these three cities. In January 2016 we attached in total 300.000 cards to commercial vehicles of our competitors parked near VW dealerships within a radius of 500 metres. 100.000 in Hamburg, 150.000 in Berlin and 50.000 in Hannover. To create synergy effects and to further increase the impact of the campaign we started it at the beginning of a tactical campaign for the new generation Volkswagen Transporter. The Transporter isn’t only the best selling VW commercial car – but also features “Side Assist”.

The awareness for “Side Assist” could be boosted. The unsupported demand for the promoted feature “Side Assist” at the dealers rose significantly – same as the demand for testdrives and the Websitetraffic. More than half of the commercial vehicle users targetted, used the QR-Code on the backside of the card. Approximately 90% of these interested users actually took part in a test drive and asked for a personal offer. And all this with a media investment that couldn’t be more modest: 0 Euro.