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Volkswagen ID.3 & ID.4


1. Objective

To enhance the core benefit of the future-facing ID range.

2. Strategy

• Given the success of the ID range in the Irish car market, Volkswagen and BBDO Dublin were keen to remind consumers of the higher purpose and position of the ID. Range as more car brands were introducing electric models onto the Irish roads.

• A powerful statement was needed in order to catch the attention of consumers and cut through the noise and the clutter.

• The humble pencil seemed like the perfect choice.

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3. Execution

• A Dublin sign-writer was commissioned to hand-draw an entire 48-sheet billboard in pencil, in situ and in real-time.

• The bespoke special was strategically placed on Dublin’s Macken St due to its roadside visibility ensuring broadcast awareness and reach.

• It took two days to complete and the finished result was a perfect demonstration of how a simple carbon pencil can be a force for good and help point the way to a zero-carbon future for Volkswagen.

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