Amsterdam Ad Blog

Pak de Polo; on-offline activation

July 23, 2009, AAB

With the BMW test drive – a live, webcam broadcasted, online test drive – we already had a peek in the future of ‘on-offline’ activation. And although Pak de Polo (catch the Polo) seems heavily inspired by the BMW concept, this new Volkswagen campaign by Achtung! brings the idea to a much higher level. During one week the new Volkswagen Polo is driving through the Netherlands and anyone that sees it pass by can simply flag it down and become the next test driver. On the dedicated website you can submit your zip code if you want the car to move into your direction. A computer calculates an itinerary (based on the average of all the submitted zip codes) that is shown in the little GPS screen online. At the same time the co-pilot has little chit chats with the test drivers, making it a real life in-car soap that – we have to admit – is more compelling than we expected. There’s also a car following and filming the Polo, which enables the online viewer to change camera positions (top right corner). TV, Radio 538 and Hyves (= Dutch Facebook) give Pak de Polo extra exposure. Every day the test driver making the most kilometers is the day-winner. And at the end of the week all the day-winners battle each other for the most kilometers. We are really impressed and predict this concept to be the springboard to many more on-offine brand activations.

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