NI Commercial

VW Eos

Background:
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 big idea:
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.

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