| Title | THE NO SHOW ROOM |
| Brand | VOLKSWAGEN |
| Product/Service | VOLKSWAGEN CAR |
| Category |
A07. Excellence in Brand Integration & Sponsorships / Partnerships for Branded Content |
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Entrant
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NORD DDB Stockholm, SWEDEN
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Idea Creation
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NORD DDB Stockholm, SWEDEN
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Media Placement
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PHD Stockholm, SWEDEN
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Production
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CAMP DAVID Stockholm, SWEDEN
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Production 2
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MANDARIN Stockholm, SWEDEN
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Production 3
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NORD DDB Stockholm, SWEDEN
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Production 4
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HOUSE AGENCY Stockholm, SWEDEN
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Post Production
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CAMP DAVID Stockholm, SWEDEN
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Post Production 2
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MANDARIN Stockholm, SWEDEN
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Post Production 3
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HOUSE AGENCY Stockholm, SWEDEN
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Credits
| Jeanette Asteborg |
Volkswagen Sweden |
Marketing Director |
| Carl Sundstedt |
Volkswagen Sweden |
Commercial Manager |
| Sara Brunfelter |
Volkswagen Sweden |
Content Manager |
| Marcus Thomasfolk |
Volkswagen Sweden |
Head of Communication |
| Maja Björklén |
NORD DDB Stockholm |
Client Director |
| Linda Lonaeus |
NORD DDB Stockholm |
Client Manager |
| Andreas Dahlqvist |
NORD DDB Stockholm |
Chief Creative Officer |
| Simon Higby |
NORD DDB Stockholm |
Creative Lead |
| Anna Salonen |
NORD DDB Stockholm |
Art Director |
| Daga Simonsson |
NORD DDB Stockholm |
Copywriter |
| Per Sundin |
NORD DDB Stockholm |
Copywriter |
| Hans Malm |
NORD DDB Stockholm |
Copywriter |
| Susanne Johansson |
NORD DDB Stockholm |
PR Director |
| Johan Rynell |
NORD DDB Stockholm |
Planner |
| Jonas Eriksson |
NORD DDB Stockholm |
Social Media & Content Manager |
| Martin Thor |
NORD DDB Stockholm |
Designer |
| Peter Danielsson |
NORD DDB Stockholm |
Designer |
| Mikael Norberg |
NORD DDB Stockholm |
Designer |
| Sebastian Reinbring |
NORD DDB Stockholm |
Designer |
| Mattias Nordenham |
NORD DDB Stockholm |
Digital Designer |
| Erik Hagström |
NORD DDB Stockholm |
Interactive Producer |
| Prince Talhaoui |
NORD DDB Stockholm |
Technical Director |
| Jacob Fagerström |
House Agency |
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 Mattisson |
Mandarin |
Still photo |
| Joachim Thimsporr |
PhD |
Business Director |
| Elias Svedberg |
PhD |
Digital Client Manager |
Why is this work relevant for Entertainment?
To launch the new four-wheel drive Passat Alltrack, we flipped the model and lead with an activation instead of a generic car ad, while seamlessly integrating Volkswagen's 10+ year-long sponsorship of the Swedish national cross-country SkiTeam into the campaign.
To hype up the new showroom, we released a trailer starring SkiTeam. Cross-country skiing is one of the most popular sports in Sweden. The SkiTeam members are superstars in their own right – the Ronaldos and LeBrons of Sweden.
All touchpoints in the winter campaign centered around the new winter-adjusted car and the Swedish national cross-country SkiTeam.
Background
Volkswagen cars are specifically adjusted for the Swedish winter. For their 2019 winter campaign, they wanted to highlight their new, four-wheel drive Passat Alltrack. The brief was to talk about the car and its winter adjusted features in an engaging way that stands out from other car brands, while also activating Volkswagen’s sponsorship of the Swedish national cross-country SkiTeam.
Describe the creative idea
To show how winter-adjusted the Passat Alltrack 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 a four-wheel drive Volkswagen Passat Alltrack. To activate the campaign, we announced that the first person to find the showroom, wins the car.
Describe the strategy
By building an activation around Passat Alltrack's unique selling point, and turning it into a competition, we engaged tens of thousands of people online 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.
Describe the execution
Instead of following the 'classic car ad formula', we launched the showroom via a TVC trailer for the competition, made by the guy who shot the latest James Bond movie, and 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 led to codes that unlocked the coordinates to the showroom.
In order to create the most conversation, the campaign was social-first. The activation centered around a campaign site and Volkswagen’s Instagram, but we hijacked the entire winter campaign and planted codes in all touchpoints – including Volkswagen’s website, Instagram, Facebook, YouTube, newsletter, TVCs, print ads, digital out of home ads and Google ads. We also planted codes in SkiTeam’s social channels and a global Tour de Ski broadcast.
Describe the outcome
· #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