| Title | THE REVERSED TRAILER |
| Brand | VOLKSWAGEN NORWAY/ HARALD A. MØLLER |
| Product/Service | VOLKSWAGEN TRAILER ASSIST |
| Category |
A03. Cars & Automotive Products & Services |
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Entrant
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TRY Oslo, NORWAY
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Idea Creation
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TRY Oslo, NORWAY
|
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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 decided to take a humorous approach. To create attention to Trailer Assist, we built a somewhat special trailer. This trailer actually had an engine and towed the Passat, and not vice-versa. In a way, we exaggerated the advantages of the Trailer assist feature.
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. This became online films. Claim: Volkswagen Trailer Assist. Backing up with a trailer will be this easy. Well, almost.
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 23 million views on Facebook•1.100.000 liked it•450.000 shared it•130.000 commented it•We reached 2,1 million views on YouTube•The stunt was described in more than 250 online articles in more than 46 countries with more than 396 million potential readers.•The campaign was launched in a post diesel gate atmosphere with a lot of negative buzz around the brand and managed to break the negative curve.
The Situation
The campaign was launched in a post diesel gate atmosphere with a lot of negative buzz around the brand in the Norwegian market. The campaign managed to break the negative curve and created more positive than negative buzz for the first time after the scandal surfaced. It also created a lot of buzz for the product, with over 42 million views on Facebook and got more than 250 online articles in 46 countries with more than 396 million potential readers.
The Strategy
In most parts of the world, Volkswagen planned for big, emotional “trust us ”campaigns. Norwegians are a special kind of people, humorous and not taking themselves to seriously. So we decided to take a humorous approach. I guess you can say that we "cheated" again. But this time be open about it. We wanted to show the benefit of the product in an entertaining and positive way. Volkswagen strikes back!