POST-IT TO WIN IT

TitlePOST-IT TO WIN IT
BrandVOLKSWAGEN
Product / ServiceVOLKSWAGEN POLO AND VENTO
CategoryA03. Best Use of Outdoor
EntrantMEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Media Agency 2 MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Entrant Company MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Media Agency MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA

Credits

Name Company Position
Sridhar Surve Mediacom Implementation Manager
Alex Anthony Mediacom Investment Manager
Pradeepan Pacha Mediacom Investment Director
Girish Vyas Mediacom Senior Investment Director
Pooja Patil Mediacom Business Executive
Rasika Turkar Mediacom Manager
Ankita Derasaria Mediacom Business Executive
Zarius Captain Mediacom Group Head
Ashwini Kamat Mediacom National Buying Director
Deepa Jatkar Mediacom General Manager

Results and Effectiveness

Test drive enquiries increased by 131% Over 28% the sales target achieved during the Post-It campaign in 2012. The concept of a “Post-It” as a Media Vehicle is winner as it re-defined the medium itself! It made communication simple, quick, to the point and most importantly, portable. The potential car buyers could carry the communication around with them thereby adding shelf life to our communication and serving as a constant reminder.

Creative Execution

For the first time ever a simple every day office item was used to communicate a campaign to an entire country. Bus stops and buses in all busy routes were covered in Post-it’s for over 20 days. Post it activations were executed in over 30 shopping malls across the country, with mannequins and shelves all layered with the post-its. All the non-Volkswagen cars in the mall parking lots were posted with a cheeky communication “you could be driving a Volkswagen Polo or Vento instead.” We targeted key catchment areas like airports where suitcases covered in post-it were placed on conveyer belts. The icing on the cake was the Blimp placed across cities. Post its were stuck on the ticket jacket covers of all the popular multiplexes, ATM Machines, ensuring we covered all possible touch points to reach our TG, painting the country yellow,

Insights, Strategy and the Idea

The process of booking a test drive was extremely lengthy, confusing and time consuming. The lengthy process forces consumers to limit the number of cars they test drive reducing the chances of a sale for others. Our objective: Get a VOLKSWAGEN model into the “test drive” list of potential car buyers Strategy: Creating a unique portable medium that would serve as a reminder to ensure easy accessibility to Volkswagen showrooms to book a test drive at convenience. We turned the ordinary post-it into an extra-ordinary medium by printing the Volkswagen test drive booking number on every post-it. See VOLKSWAGEN: Post-it’s were placed on bus stops, buses, malls, parking lots, airport conveyer belts, ATMs. Experience VOLKSWAGEN: The process was simplified to ensure accessibility. Take a post-it, call the booking number and book a test drive. Share VOLKSWAGEN: We encouraged customers to pass on the post-it to a friend or family member to try out a VOLKSWAGEN car