Our idea was to create a new form of radio advertising, to make people literally hear how Volkswagen employees know every single used part. So we applied their expertise to something else: the music played on radio. In this way we made the content a part of our idea and were able to drop our message way before the regular advertising break. This approach gained more attention and led to a bigger impact on our target group.

We wanted to make people literally hear how well Volkswagen employees know every single used part in theirs cars. In agreement with radio stations, we placed our spots directly after current pop songs and directly referred to them. When the song is over, our 'announcement' pops up. We hear the voice of a Volkswagen expert,who reveals to the listener that he just heard a song that contained samples of another song – so to say "used parts".

As a result, we created a new media format. By directly referring to the songs played, it became part of the regular radio content and communicated our message in a remarkable way: right before the advertising break. In this way we were able to gain a lot more attention and engaged the audience. Because as soon as the advertising break starts, 10% of radio listeners would usually switch the channel or even turn off the radio (source: Radiozentrale, Germany). Even if they wouldn’t skip, their attention level would decrease remarkably. Like this we not only ”hijacked” the radio program but also conquered the hearts of potential used-car-buyers and music enthusiasts.