Volkswagen Thinks Small (Again)

The auto-maker’s tiny dealerships promote virtual test-drives and online car sales.

by Maud Largeaud , AdForum

“Think Small” was not only the most iconic ad of the 20th century, according to Advertising Age, it also linked the phrase indelibly with Volkswagen. To promote its range of subcompact SUVs in Australia, VW and its agency DDB Sydney once again scaled down their approach (but not, of course, their creativity) to come up with an incredibly detailed mini-dealership that stood only 28 cm high. As well as adorably cute model vehicles, it featured a QR code that people could scan to virtually test the cars and potentially buy one. Due to the pandemic and a rise in online car purchases, the small dealership spread a message of great importance.