VW posts a car to a parcel locker in Danish film

To illustrate the ease with which consumers in Denmark can buy its micro car Up online, Volkswagen Denmark has created a film in which a man is sent one through the post.

The film, created by MediaCom Beyond Advertising, Denmark, promotes VW’s online direct sales of cars in the Scandinavian country.

In reality, car buyers will usually collect their cars from a local VW dealer. In other respects, however, the sales platform is designed to offer a similar experience to online shopping for smaller items.

The auto company recently worked with Danish payment provider Nets to increase the threshold for online transactions from 100,000 Danish Krone (£11,304) to DKK 150,000 – enough to cover the price of the most popular models of the Up, which are between DKK 120,000 and DKK 130,000.

Volkswagen's Danish chief executive, Ulrik Drejsig, said the online sales platform created a new route to market that would attract a different consumer to the brand.

He said: "Danish consumers clearly buy lots of goods online, and we believe that it’s an obvious step to offer our customers their new car online.

"We believe that Danish consumers are ready for this now and that we can attract new target groups: people who wouldn’t usually visit a car dealership on a Sunday afternoon. Our strategy is to make buying a car online easy, user-friendly and quick."

The film was created by Christina Anaya, Jesper Sichlau and Andreas Arnaa, and directed by Mathias Hovgaard for production company Entrance Film.

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