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VW | Driving Joe Home

News Item: Joe Thompson, a British schoolboy, is stranded in the UAE after developing a fear of flying.
Product Insight: The Touareg is one of VW’s most reliable vehicles.
Idea: Drive Joe Home.
Joe’s story was already making the news when we decided to offer our help.
Volkswagen agreed to give us 3 Touaregs and a film crew, so we began plotting our route and applying for visas.
We set up a blog for Joe to write in as his journey unfolded.
We wished him luck at the beginning.
In each country, we reminded Joe that everyone was behind him and wished him a safe journey.
We even posted on VW fan sites, to spread the word of his amazing adventure.
Result: The whole project was agreed and all visas were in place. Regrettably though, Joe’s issue turned out to be more serious. He had developed a fear of travelling long distances and not just flying. The trip was ultimately cancelled.

Project Tags

  • advertising
  • digital content
  • PR
  • integrated

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