Title | VW FLOATING PASSENGERS |
Brand | VOLKSWAGEN |
Product/Service | VW FLOATING PASSENGERS |
Category |
B09. Use of Stunts |
Entrant
|
DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
|
Idea Creation
|
DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
|
Production
|
HET AMSTERDAMS FILMBEDRIJF, THE NETHERLANDS
|
Credits
Ed van Bennekom |
DDB & Tribal Amsterdam |
Creative Director |
Jasper Diks |
DDB & Tribal Amsterdam |
Creative Director |
Gijs Sluijters |
DDB & Tribal worldwide, Amsterdam |
Senior Creative / Concept |
Joris Tol |
DDB & Tribal Worldwide, Amsterdam |
Senior Creative / Concept |
Klaas Verhoeven |
DDB & Tribal Worldwide, Amsterdam |
Creative |
Tim Teunissen |
DDB & Tribal Worldwide, Amsterdam |
Creative |
Sophie van Pelt |
DDB & Tribal Worldwide, Amsterdam |
Executive Producer |
Milo van der Meij |
DDB & Tribal Worldwide, Amsterdam |
Business Director |
Marcel de Jonge |
DDB & Tribal Worldwide, Amsterdam |
Strategy Director |
Eché Janga |
Het Amsterdams Flimbedrijf |
Director |
Daan Tan |
Het Amsterdams Flimbedrijf |
Producer |
Olivier Nass |
Het Amsterdams Filmbedrijf |
Producer |
Haakon Niewold |
Het Amsterdams Filmbedrijf |
Producer |
Thomas Liebe |
Het Amsterdams Filmbedrijf |
Editor |
Kees Kroot |
Soundcircus |
Sound Design |
The Campaign
When the campaign was planned, the Tiguan Allspace wasn’t available yet.
So we decided to dramatize one of its most outstanding USPs – 2 extra seats – on the standard Tiguan.
We created ‘Floating Passengers’: two people floating behind a Tiguan in a position as if they were sitting comfy and relaxed on the back seat of the car.
With this special installation we drove around various towns and captured the reactions of baffled bystanders.
The stunt turned into an online video that quickly spread.
Introducing the Tiguan Allspace and its main USP and getting people to visit the product detail page to make a price plan or book a test drive.
Creative Execution
We drove around with the special prepped Tiguan for 1 long day, capturing people’s reactions to it and handing out brochures at designated promotional places during the day.
With long lenses we captured the specially prepped Tiguan in traffic and reactions from other road users to the stunt.
From this material we made online films (the stunt film and a making of) that were pushed out in social.
These films were placed on Facebook and YouTube, reaching 1,5 million views to date.
- 1.5 million views on social to date.
- 91% positive response on social.
- Every available test drive booked.
- Reach of 3 million people through earned media.
- 10% increase in Tiguan Allspace pre-orders.
Floating Passengers shows the power of ideas made to share.
This live stunt on the streets that captured the attention of baffled bystanders easily translated into a highly sharable social video that was posted on Volkswagen’s owned media.
But this stunt just as easily got picked up by earned media to be shared.
And all this with an extremely high return on investment as the stunt was built for just 20K including film.
And all this with an extremely high return on investment as the stunt was built for just 20K including film.
Insights, Strategy and the Idea
The strategy was to create a campaign that could be liked by anyone, as Volkswagen is a premium but accessible brand.
In social targeting a small budget was allocated to target leads: people who had been searching for the Tiguan Allspace, or might have visited pages on Volkswagen.nl that marked them as leads.