Title	VW FLOATING PASSENGERS
Brand	VOLKSWAGEN
Product/Service	VW FLOATING PASSENGERS
Category	A03. Cars & Automotive Products & Services
Entrant	DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
Idea Creation	DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
Production	HET AMSTERDAMS FILMBEDRIJF, THE NETHERLANDS

Name	Company	Position
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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

- 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.

Explain why the method of promotion was most relevant to the product or service

Floating Passengers brings to life the most outstanding feature of the new Volkswagen Tiguan Allspace. We did a stunt on the streets with a normal Tiguan that had 2 guys ‘floating’ behind it to introduce the bigger Allspace. Surprising baffled people on the streets. The guerrilla ride lead to a highly shared social video. From the video and all social posts a click-through lead to the product page where people could book a test drive or make a price plan. And all this with an very low budget, as the stunt was built for just 20K including film.

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.