COLLAR REAR VIEW
VOLKSWAGEN
BACKGROUND
To communicate in a noticeable and affordable way the Rear-view Assist Technology from Volkswagen, which, thanks to an integrated camera placed on the rear of the car, allows the driver to view obstacles situated in the area behind the vehicle.
IDEA
In order to reach as many of our target audience as we could, we used a different type of media, one that could roam freely through the city: dogs.
SOLUTION
To achieve a notorious communication and one that demonstrated the advantages of the Rear-view Assist Technology, we used pet cones, designed to prevent dogs from turning their heads and hurting themselves. We created the Rear-View Collar, and sent it to veterinary clinics, so that anyone who needed it would put it on their dog and go on walks with it. Bringing our message to life and spreading it through the city.
RESULTS
60 veterinary clinics contacted in Madrid and Barcelona. 40 of them asked for more samples (packs of 50 collars). Over 2000 pet cones delivered to veterinary clinics. During the campaign, visits to dealerships near the clinics rose. Some veterinarians even asked for possible discounts in exchange for distributing the collars. All of this with an estimated budget of 7.500€.
