BlueTooth content is notoriously unengaging, but by offering content which pushed the boundaries of the form, in the right place and at the right time, we set a new benchmark for cut-through. We created three creative executions: those executives with fast connections and high-end phones were able to access a full custom-made 30-second spot ad for the Eos, while others could view an interactive tour of the new car or a much shorter clip.

Between June 15 and 30, our technology detected 37,327 BlueTooth-enabled mobile phones around the airport and delivered a staggering 21,335 downloads - a conversion rate of 57%. Some locations proved particularly effective: at gate 47, 73% of BlueTooth users requested a download. Overall, 50 prospects interacted with VW every hour.