VW's Smart Lifehack for Stressed Warsaw Drivers
A Warsaw-based Volkswagen dealer has launched a new marketing campaign called Park & Drive that helps drivers circumvent the daily stress of finding a parking space. The direct campaign consist of a test drive that begins next to a client’s office and guarantees him a parking spot in the city’s crowded business area, also known as “Mordor” where over 100 000 people work. The area is called “Mordor”, in reference to Lord of the Rings, mainly because of the transportation problems and a lack of parking places.
Park & Drive employs a very simple mechanism. A Volkswagen driver comes in the early morning when there are still some spaces left and waits for a client. The client comes at the agreed time. The driver pulls out and the client takes his spot. After such simple exchange, a short test drive begins. This way the client may enjoy a Volkswagen drive, instead of wasting his time looking for a parking spot.
To enrol for a drive, clients need to register online a day before, giving a specific hour of the drive and their office address. By registering on Monday, they secure a parking spot for Tuesday morning, by registering on Tuesday, they reserve a parking spot for Wednesday etc. Reservations are on a first come, first served basis. First three clients, who register a day before, have their next morning spot guaranteed. Park & Drive includes three popular models: Jetta, Golf and up! The test drive route leads in the opposite direction to the heavy traffic in the area.
Park & Drive is co-produced by DDB&tribal Warsaw and a major Volkswagen dealer in Warsaw - Volkswagen Porsche Polczynska.
Creative Agency: DDB&tribal Warsaw