Back to school
Passat, a spacious 4 door sedan from the Volkswagen stable, is regarded as a car for the family. Given the pin point target audience i.e. families, we came up with the idea of displaying the car on weekends at popular community shopping malls like Ibn Battuta, Mirdiff City Centre, Sahara Centre and Fujairah mall. Places where resident families frequent on weekends.
Given the ‘back to school’ season, it was accompanied with a timely and relevant offer, where parents could win back their child’s semester fee if they test drove the new Passat. The stand in which the car was displayed was designed in a ‘back to school’ theme with activity areas like colouring and face painting for the kids, while the parents checked out the car.
An Apple app was developed to capture data of prospects, which sent a personalized coupon to their email ID to enter the raffle draw. All the customer had to do was head to their nearest Al Nabooda Volkswagen showroom, take a test drive and show their coupon to enter the draw.
Four winners were chosen at the end of the promotion, which saw a total participation of over 5,000 prospects.