VW needed press coverage and social buzz for their new seven-seater SUV, the Teramont. They wanted to double VW’s market share in the region.
Creating a new tagline, #RoomforMore, we positioned the Teramont as a family vehicle that changes lives.
We recognised the fact that most regional customers would never travel to a VW dealer for a test drive. So we chose eight locations where families play a prominent social role, and took the car to the people.
We invited people to explore the Teramont’s unlimited potential on- and off-road, by going for a test drive.
Our client liked the activation so much that they expanded it to the whole region.