To create the first interactive treasure hunt in the category in France, resulting in a veritable torture test for the vehicles and a participative event for the target. Online interaction gave way to a real 2.0 game between field gamers in the vehicles and Internet users.A web-centric 360° campaign activated through:- An efficient radio partnership with RMC Info, the most powerful French radio station for the core target, the first-ever editorial integration with five hosts, each supporting a field team during 5 months.- A 5-wave online campaign supporting the key phases of the game: casting, team revelation, Internet users recruitment, field and interactive treasure hunt, winners ceremony and the reveal of the video content- a print campaign in two major weekend magazines The campaign drove traffic to www.secretvauban.com which was the main platform for all the communication and the game. On the website, Internet users could apply to become field candidates or online players to support a team.

100,000 visits on the website in 6 days. A community of players created: 53,000 Internet users, 17,000 daily players; many spending up to 8 hours consecutively on the website.Partnering with RMC Info delivered 470 GRPs and reached 76,400,000 contacts.www.secretvauban.com became the third traffic source of www.volkswagen-utilitaires.fr (after VW websites).+200% of traffic on www.volkswagen-utilitaires.com over the 5-month campaign; increasing traffic on product pages: Caddy Tramper (+18%), California Beach (+60%) and California Comfortline (+141%).Compared to 2007, the Tourism line met great success: Caddy Tramper sales doubled (168 sales); 442 California sold (#1 ahead of all competitors). An increased interest by consumers: +27% catalogues uploaded during the period.