We created a product brochure with a difference; selling the outdoor lifestyle instead of the camper van itself.

We avoided the large product shots you normally find in brochures, and instead showed them some of Europe’s most epic landscapes, with the VW California hidden within them.

As you would expect, our brochure contained product specification and descriptions of the California camper van. However we played with people’s expectations, so when they turned the page, instead of a large product shot they were confronted with a beautiful landscape. The VW California was there, but was so small they had to search it out within each picture.

The landscape photographs were taken as part of a road trip in a VW California. 5,000 kilometers where undertaken in ten days to capture 6 European locations.

Value was added to the brand. It helped raise the VW California as a premium vehicle in its own right, rather than an adapted commercial vehicle.

VW Sales staff have received positive verbal feedback from potential customers about the brochure.

The brochure was distributed in March 2016 and we expect to see a sale uplift by summer, later this year.