Volkswagen Transforms the Argentinian Coastline into One Big Ad

Geometry and Volkswagen Argentina have created and launched a brand activation campaign for VW’s 4x4 pick-up Amarok which prints the pick-up’s brand logo across the Argentinian coastline.

In a move away from traditional test-drives, exhibitions, mailers and fliers, Volkswagen has tapped into a sustainable experience with miles and miles of branding, targeting specific Buenos Aires customers who traditionally escape to the luxury coastal resorts of Pinamar and Carilo during the summer months – December to March.

To target this specific audience, Geometry conceived the simple idea to carve Amarok’s brand logo into the vehicle wheels, using sand as the communication platform. Early each morning, the specially adapted 4x4 sets off across 40km of sand – treading 100,000 logos into the sand every day during the sixty busiest days at the two resorts. 800,000 people per day engaged with the brand activation.

The activation is supported online across Volkswagen Amarok channels: YouTube, Twitter, Instagram and Facebook. It includes a 120 second film which captures the essence of summer and holidays.

“The Sand Ad is a powerful reflection of our brand values, and is delighting our customers and our sales teams with innovation and disruption,” said Nicolas Matavos, brand manager of commercial vehicles Volkswagen Argentina.

Commented Tony Waissmann, CCO, Geometry Argentina: “Our brief was to cut through the noisy brand category and reach customers in new and innovative ways. Already the campaign is a head-turner."