See what Volkswagen has been Up! to in France
They first covered cars on the streets with VW Up! car covers. They then mounted an example scaling a building in France. This campaign shows the compactness of the vehicle in a manner never seen before.
If they had used the rugged-looking Cross Up!, customers may have believed its gradability is 90%, thankfully the marketeers were quick to sense that possibility and used a three-door model.
;-)
Aren't these Germans are ready to go to any heights to get your attention?
[Source - MarketingFAQ.net]