Primarily a sign was set to express that Volkswagen cares about children and does justice to its social engagement. Also to develop an action enlightening children in order to influence the parents’ purchase intention. Target group was on the one hand selected kindergartens but on the other hand this action has also been pushed ahead as a test acquisition through banner and web special usage. Based on the Sharan claim “children need space” we have come up with a jigsaw puzzle in order to give it to kindergartens so that the children can colour it and take a picture of it. The pictures then had to be sent to Volkswagen via e-mail. Through a direct mail, a banner campaign and a web special we first looked for kindergartens that wanted to take part in our campaign. Responses were directed via internet. The kindergarten with the most beautifully coloured Sharan could win a full week with a Sharan fleet for trips – including the driver.
Agency: Tribal DDB, Germany.