To reverse the audience’s perception for the “genuine” service networks versus the “aftermarket” ones.
The economic crisis in Greece led the car owners to visit more and more frequently the unofficial car dealers and buy non-genuine spare parts. Hence, we created a campaign that aimed to change this behavior. To achieve this, we designed the 100% Volkswagen microsite; through a series of toy bench tests, we trained the drivers to understand the great importance of buying genuine spare parts and the substantial differences of visiting the official VW dealers.
