Volkswagen launched the up! in March 2012. An innovative, quality small car, – bringing all the Volkswagen values to the smallest car segment. Volkswagen Fleet invited fleet managers to test drive the up! but wanted a test drive pack to send in advance to serve as an introduction to the car and to make the experience a bit more exciting.
We created a miniature ‘Glove Box Book’ showcasing ‘The Narrow Roads of Britain’. It encouraged the recipient to seek out their nearest narrow road by typing the GPS co-ordinates on each image into the up!’s “Maps and More” infotainment system.
The book also gave a bit of background to each narrow road – from defences built to keep out the marauding Scots to 13th Century red light districts.