The Yeti Discovery Kit.

The idea was that the off-road capabilities of the Touareg would be such that any owner would be able to discover the Yeti. So we put together an imaginary kit that would help any Touareg owner validate his discovery. Each kit was personalised to the prospect and contained a camera, a blank photo album with handwritten captions of the photos they would take, a container to place Yeti droppings in, plaster of Paris to make foot print moulds and a press release.

Seventeen Yeti kits were distributed to participants, eight of whom were considered prospects. The kit sparked much interest with the recipients, who were delighted at the personalised humour and the attention to detail. 50% of the prospects actually bought a Touareg. The kits cost $80 each to produce, the cars from $100,000-$180,000 and VW Tauranga were, of course, ecstatic at the results.