The Volkswagen Polo is so desirable yet affordable that when you see one, you want one. Targeting potential car buyers, we ran a cheeky double-sided newspaper ad in the motoring section. The front created desire, while the back allowed an unusual response, helping readers sell their current car. Our print ad became an ambient one. We turned our target market’s own car windows into a new medium. Toyotas and Fords (our competitors) advertised the Polo’s desirability. With an approximately three per cent response rate, this simple, low-cost idea generated thousands in earned media.
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