Proximity targets the green-fingered to promote VW Golf Plus

Abi Fletcher, account manager at Proximity London, said: "Our objective was to win potential buyers over by explaining how the Golf Plus could increase their enjoyment of hobbies and interests."

An events marketing programme, conceived with Freud Communications and Brand Experience, will centre around this summer's gardening shows sponsored by the car brand including BBC Gardeners World Live at NEC, RHS Flower Show at Tatton Park and the RHS Hampton Court Palace Flower Show.

Fletcher said: "Marketing at the gardening shows was a natural extension of the activity because it puts the Golf Plus in the minds of the target audience when they need extra storage space the most."

A branded "plant creche" will be available at the shows where visitors can leave purchases while exploring the show. Jigsaws for children, boot liners and Volkswagen seed sachets will be handed out at the creche and around the venues.

Morna Steel, communications manager for small cars at Volkswagen, said: "The campaign illustrates the product benefits in such a way that the target audience can relate to."

The campaign will run alongside the TV and press advertising campaign developed by DDB London.

Proximity worked with VW on the launch of the Golf Plus last May, with its "Golf, but bigger" campaign conveying the idea by using optical illusions in its creative work.

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