2020 Brand Experience & Activation


Category A03. Durable Consumer Goods including Automotive
Entrant PHD Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Media Placement PHD Stockholm, SWEDEN
Production NORD DDB Stockholm, SWEDEN
Production 2 MANDARIN Stockholm, SWEDEN
Production 3 CAMP DAVID Stockholm, SWEDEN
Post Production MANDARIN Stockholm, SWEDEN
Post Production 2 CAMP DAVID Stockholm, SWEDEN
Name Company Position
Joachim Thimsporr PHD Media Sweden Business Director
Elias Svedberg PHD Media Sweden Digital Client Manager
Anna Ehlin PHD Media Sweden SEM Specialist
Rebecka Hjelm PHD Media Sweden Social Media Manager
Michael Särne PHD Media Sweden Marketing Tech Specialist
Sofie Tangen PHD Media Sweden Audio and Video Specialist
Caroline Klang PHD Media Sweden Media Planner
Victor Golebiowski PHD Media Sweden Programmatic Specialist
Filippa Hellström PHD Media Sweden Digital Client Coordinator
Jeanette Asteborg Volkswagen Sverige Marketing Manager
Carl Sundstedt Volkswagen Sverige Commercial Manager
Sara Brunfelter Volkswagen Sverige Content Manager
Marcus Thomasfolk Volkswagen Sverige Information Manager
Maja Björklén NORD DDB Account Director
Linda Lonaeus NORD DDB Client Manager
Andreas Dahlqvist NORD DDB Chief Creative Officer
Simon Higby NORD DDB Creative Lead
Anna Salonen NORD DDB Art Director
Daga Salonen NORD DDB Copywriter
Per Sundin NORD DDB Copywriter
Hans Malm NORD DDB Copywriter
Susanne Johansson NORD DDB PR Director
Johan Rynell NORD DDB Planner
Jonas Eriksson NORD DDB Social Media & Content Manager
Martin Thor NORD DDB Designer
Peter Danielsson NORD DDB Designer
Mikael Norberg NORD DDB Designer
Sebastian Reinbring NORD DDB Designer
Mattias Nordenham NORD DDB Digital Designer
Erik Hagström NORD DDB Interactive Producer
Prince Talhaoui NORD DDB Technical Director
Jacob Fagerström House Agency Producer
Oskar Wrangö Camp David Director
Jallo Faber Camp David DP
Fredrik Åkerström Camp David Editor
Håkan Eriksson Camp David Music
Nicke Jacobsson Camp David Colorist
Wille Rising Camp David Online
Robert Feniger Camp David Producer
Rickard Edholm Camp David EP
John Mattison Mandarin AB Photographer

Why is this work relevant for Brand Experience & Activation?

When Volkswagen launched their new winter-adjusted, four-wheel-drive Passat Alltrack, they wanted to make people talk about it by proving how winter-proof the car really is. Volkswagen launched a remote showroom in the car's natural habitat, far up north in Sweden. The twist? The first person to find it, won the car. We used all touchpoints in the winter campaign to activate the competition and help people find the car. The activation was on social media and centred around a campaign site where the codes we hid in campaign elements unlocked the coordinates to the car. Audience actively LOOKED FOR


Volkswagen adjusts its cars to suit different market needs. In Sweden, winters are long and harsh; cars require certain adjusted features to better function in the Northern climate. This winter, Volkswagen launched a variety of models which are suitable for the Swedish winters, including features such as 4-motions, which allow cars to access remote areas covered in snow. The brief? Using one specific model – the new Passat Alltrack - drive consideration (and sales) with a campaign that truly brings to life the Volkswagen Winter Range’s capabilities to handle the Swedish winter, while also activating Volkswagen's sponsorship of the Swedish National cross-country SkiTeam.

Describe the creative idea (20% of vote)

To show how winter-adjusted the car really is, we placed it in its natural habitat by launching the world's most remote showroom - The No Show....Room. It's hard to get to, but easy to drive away from - in the new four-wheel-drive Volkswagen Passat Alltrack. We challenged Swedes, with a media scavenger hunt – using every medium and format in the campaign to deliver clues to the remote location of the new Winter spec VW Passat

Describe the strategy (20% of vote)

By building an activation around the car’s unique selling point, and turning it into a competition, we engaged tens of thousands of people in a two-week-long hunt for clues in Volkswagen's channels. And as a result, people got to know everything about the car, its features and Volkswagen’s winter adjusted car models. Every piece of the media plan would be a clue in a scavenger hunt to find the car and the only way to crack it would be to experience the whole campaign. We launched the showroom via a TVC trailer, starring the Swedish National SkiTeam - a group with a huge advantage in challenging terrains. Then we announced that the first person to show up gets the car. To help people find it, we shared clues online and offline. The clues unlocked the coordinates to the showroom, bit by bit.

Describe the execution (30% of vote)

To PROVE that the new Volkswagen Winter Range had what it takes to handle the Swedish winter, we launched the world’s most remote car showroom, containing a brand new four-wheel-drive Passat Alltrack. Together with the Swedish National Ski Team, we launched our campaign as a scavenger hunt, challenging Swedes to find the car. First one to find it, could drive it away. In order to create the most conversation, the campaign was social-first. The activation centred around a campaign site and Volkswagen's Instagram, but we hijacked their entire VW Winter Range campaign – across TV, print, digital, OOH, Google ads, newsletter, social media etc - contained a hidden clue which helped unlock the coordinates to the car’s location, meaning our target audience had to go looking for our ads, not the other way around.

List the results (30% of vote)

• #1 most-sold car brand in Sweden during campaign period • +60% price quotes & test drives at dealerships • +60.1% followers on Instagram • #1 most talked-about car brand online • +669% traffic to website / four-wheel-drive car models • +22% uplift in Passat Alltrack sales during campaign period