Since Volkswagen makes a point to develop cars that are simple, urban and convenient, it knew that its target customer isn't the type to go out of their way to book a vehicle test drive at a dealership. Rather than having people come to the cars, Volkswagen brought cars to the people in partnership with Uber.
Just like summoning a regular ride on Uber, drivers were able to give the 'Volkswagen up!' a spin just by specifying so on the app.
To truly pump up the campaign, the automotive brand made sure to invite media personnel and celebrities to ensure that these efforts really took off in South Africa. Although this was designed as a one-off campaign, it's not far-fetched to see this as the way to book a vehicle test drive of the future.