| Title | THE REVERSED TRAILER |
| Brand | VOLKSWAGEN NORWAY/ HARALD A. MØLLER |
| Product/Service | VOLKSWAGEN TRAILER ASSIST |
| Category |
A10. Live Brand Experience |
|
Entrant
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TRY Oslo, NORWAY
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Idea Creation
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TRY Oslo, NORWAY
|
|
Media Placement
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MEDIACOM Oslo, NORWAY
|
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Media Placement 2
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BE ON Oslo, NORWAY
|
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PR
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TRY Oslo, NORWAY
|
|
Production
|
BACON OSLO Oslo, NORWAY
|
Credits
| Øystein Halvorsen |
TRY |
Creative Director/ Copywriter |
| Karin Lund |
TRY |
Art Director |
| Preben Moan |
TRY |
Art Director |
| Camilla Bjørnhaug |
TRY |
Copywriter |
| Eirik Sørensen |
TRY |
Art Director |
| Finn Knudsen |
TRY |
Art Director |
| Morten Berger Karlsen |
TRY |
Copywriter |
| Morten Polmar |
TRY |
Account Director |
| Cathrine Wennersten |
TRY |
Account Manager |
| Annette Werner |
APT |
Digital Producer |
| Martin Klausen |
APT |
Webdesigner |
| Magnus Bergman |
APT |
Web Developer |
| Andreas Riiser |
Bacon OSL |
Director |
| Ola Narum Berg |
Bacon OSL |
Producer |
| Tommy Lybekk |
TRY |
Mac Designer |
The Campaign
We wanted to create attention to the feature by exaggerating the advantages. The solution was to perform a stunt where we wanted to demonstrate an exceptional manoeuvring with a trailer in reverse at high speed.
Creative Execution
We split a car in two and built a trailer around it. The walls were see-through plexiglass covered with transparent foil, so that the driver could look out, but no one could look in. And then we let the trailer tow the Passat. The stunt got a lot of attention. This later became online films – a teaser and a "behind the scenes" film.
The stunt got a lot of attention from people in the streets and media was writing about this carzy stunt. The campaign reached the following results in a country with 5 million people:•We created a Facebook reach of more than 55 million•The behind-the scenes film had 41 million views on Facebook•1.100.000 liked it•696.000 shared it•130.000 commented it•The stunt and films were described in more than 250 online articles in more than 46 countries with more than 396 million potential readers.And most importantly:The following month the Passat (with Trailer Assist) sales were up 15%.
How to get more attention than a regular TVC campaign? We decided to make a really entertaining stunt, and later document it as online films.
We build the strategy on one basic insight: Most people find it difficult to reverse with a trailer and hate to do it. Could we show that backing up with a trailer from now one would be like a walk in the park? Could we seek people where they where, showing them the innovation?