Understanding How Advertising is Distributed and Promoted

Where and how the advert was distributed:

Due to DBB Tribal Berlin Germany producing the advertisement for Volkswagen, the print advertisement was featured on many billboards across Germany, including Germany's main cities. This form of advertisement was chosen to promote the add, due to it being on a large scale and grabbing people's attention. It was also featured on many motorways - which is extremely effective in itself, due to the advertisement promoting Volkswagen cars, and every car passing on the motorway contains at least one driver, and therefore one potential buyer of the product. Therefore it is a brilliant place to promote the product to their target audience. The advertisement has also purposely been chosen to feature in cities, as this is automatically a large reach. 

The print advertisement also featured in many press ads in the most sold magazines, including Think Marketing magazine.

The advert reached locally to Germany, however reached an international audience through online sources. Due to the print advertisements effective metaphor and message, it has gained lots of praise over the internet, and has been shared on many blogs and websites for being a successful and clever advertisement. It was ranked as the 6th top print advertisement of the year on Best Ads as well as winning/nominated for the following awards:

- Epica Awards 2012 Press Ad Automobiles Bronze
- London International Awards 2012 Print Automotive Short List
- Cannes Lions 2012 Outdoor Lions Cars & Automotive Services Bronze 

This itself was a brilliant form of free advertisement. 

What other cross media presence did the campaign have?

The campaign was purely advertising Volkswagen through the use of its one print advertisement, however this advertisement was featured online internationally, as well as local in Germany printed on billboards and magazines. 

However, this was not the only advertisement for Volkswagens new precision parking feature. Volkswagen also paid another agency - Grabarz & Partner, located in Hamburg Germany to design them another print advertisement. Therefore there were a total of two print advertisements made for Volkswagens feature, but each made by competing agencies.

Grabarz & Partners print advertisement:
http://adsoftheworld.com/media/print/volkswagen_parking_precision_family