Their out of home activity was the very definition of a national campaign. They booked Giant Poster locations in Piccadilly Gardens, Manchester Central; St Peter’s Church, Brighton; Borough Market, London; Temple Meads, Bristol; and George Square, Glasgow. This gave them superb coverage in key locations in most major UK cities.
As with most automotive advertising, the key component to the creative was the car itself. The image showed four different VW ID. cars alongside each other with the simple strapline of ‘Volkswagen, just electric’. To create an even higher impact, the Borough Market site featured a special build Giant Poster. This was executed by adding a 3D light box to both the ‘ID.’ and also the front headlights of the four cars to reinforce the electric car element.