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VW Eos
OBJECTIVES
Volkswagen wanted to build awareness of the VW Eos model by highlighting Eos as a stylish and classic choice for their target audience (ABC1 Men / Women 35+).
THE SOLUTION - Effortless Style
Style Magazine was considered the perfect environment to deliver against the Eos brief. Through a series of advertorials, experts explored what style meant in four different lifestyle areas - Interiors, Travel, Fashion, Food. Each expert expressed their opinions on style and designed their own Eos car. The advertorials were supported by a Times Online microsite that held a style your own Eos feature plus exclusive articles. Readers were also given the opportunity to enter a competition to win an exclusive shopping weekend in London. All elements of the campaign helped support the VW Eos style credentials.
THE RESULTS
Competition had 7,801 entries. Microsite achieved 77,505 page impressions and 29,965 unique users. In addition there were 6,217 click-throughs to the VW site.
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