| Title | BUMPER CAR |
| Brand | VOLKSWAGEN NORWAY |
| Product/Service | VOLKSWAGEN CITY EMERGENCY BRAKE |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Contributing Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
MEDIACOM Oslo, NORWAY
|
|
Production Company
|
GO HAPPY Oslo, NORWAY
|
Credits
| Øystein Halvorsen |
TRY/Apt/POL |
Copywriter |
| Karin Lund |
TRY/Apt/POL |
Ad |
| Morten Polmar |
TRY/Apt/POL |
Account Director |
| Cathrine Wennersten |
TRY/Apt/POL |
Project Manager |
| Knut Skåla |
TRY/Apt/POL |
Web/Technology Developers |
| Pål Smitt/Amundsen |
TRY/Apt/POL |
Web/Technology Developers |
| Morten Harnang |
TRY/Apt/POL |
Web Developer |
| Annette Werner |
TRY/Apt/POL |
Digital Producer |
| Lars Åndheim |
GO HAPPY |
Director |
| Christoffer Lossius |
GO HAPPY |
Director |
| Miriam Pedersen Eeg |
GO HAPPY |
Producer |
| Jesper Gadeberg |
Musicstylist.com |
Music Resercher |
The Campaign
Branded content is a very hot topic in Norway at the moment. But the discussion is mainly about traditional media and the borderline to commercial interests. That is not so relevant in this case. Here it is more about people being exposed for a little prank and having fun with the brand – and at the same time learn about VW technology.
Results
When we got the brief it was clear that we were dealing with advanced technology. But how could we show it in a simple and entertaining way. The solution was bumper cars. First we had to cooperate with the technicians at the theme park. We thought the most difficult part would be to get the sensors to work, but it turned out that making brakes on a bumper car was the hardest part. The bumper cars is from the 80´s and are irreplaceable so we had to be careful with them.
After revealing the prank we promoted the new Polo right next to the track. Here we could talk about City Emergency Brake and the other innovations from VW. We also filmed the whole thing with cameras and the result was a 60 sec TVC/Youtube clip.
The strategy was to show that City Emergency Brake on bumper cars is boring. But very safe on a real car.
The location for this was Tusenfryd, Norways biggest amusement park, where people come and go with the whole family. The "city emergency break" was installed before the audience entered the bumper car track. And after a while we revealed the prank and also brought a real car close to the track. Here people could know more about City Emergency Brake.
It´s very difficult to quantify the outcome of this specific project. It´s no doubt the audience had a great time and got good relations with the brand. And the project got massive response from media both in Norway and the rest of the world. This project, and the following TVC, is a part of a long going "Innovations for you" campaign. A very fresh KPI documents that so far this year 51 % think of VW as an innovative car brand (increased from 45% at the start of the year) and the brand has gone from 6th to 5th in the rank as “Innovative car”.