One year after the market launch, we were to develop a follow-up campaign for all channels which would further raise the degree of name awareness for the Passat and generate leads. The many international awards given to the Passat were taken as an occasion to congratulate Passat drivers.In a web special, the 'policemen' seen in the TV commercial interactively congratulate all of the Passat drivers by handing them a flower bouquet and offer a test drive. Depending on the interaction, the story can take the most bizarre twists.

Men between the ages of 35 and 55 were the target group.

Just as the classic campaign, the Web special focuses on the drivers – but this is experienced especially intensively because of the surprising interaction. The users enter into a dialog with the policemen from the TV commercial in an entertaining way which had never been seen before and thus become especially involved. So we exploit the opportunities offered by the Internet for an integrated appearance and produce a lot of leads in an attention-grabbing way. The link to the sign-up for the test drive was clicked more than 10,000 times.