Volkswagen Golf GTI: Bag

Some cool work coming from all over the country to promote the new VW Golf GTI. This work comes from an agency in Paris.

The challenge was to increase visibility of the VW brand during the Paris Motor show. They wanted to draw as much traffic as possible to the VW tent during the highly competitive event.

The strategy was to give consumers this fun and eye-catching bag to draw attention to the brand as well as get on consumers good sides by giving them a useful giveaway to hold other, not-so-useful giveaways.

The result was that attendees utilized the bag throughout the show, dropping swag from other promoters into the VW-branded bag. The VW tent was overcrowded for the duration of the show, and the long-term usefulness of the bag created lasting visibility for the brand.