Title | THE NO SHOWROOM |
Brand | VOLKSWAGEN GROUP SWEDEN |
Product/Service | PASSAT ALL TRACK |
Category |
E01. Use of Integrated Media |
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
|
Credits
Joachim Thimsporr |
PHD Media Sweden |
Business Director |
Elias Svedberg |
PHD Media Sweden |
Digital Client Manager |
Rebecka Hjelm |
PHD Media Sweden |
Social Media Manager |
Michael Särne |
PHD Media Sweden |
Marketing Tech Specialist |
Anna Ehlin |
PHD Media Sweden |
SEM 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 |
Peter Danielsson |
NORD DDB |
Designer |
Martin Thor |
NORD DDB |
Designer |
Sebastian Reinbring |
NORD DDB |
Designer |
Erik Hagström |
NORD DDB |
Interactive Producer |
Mattias Nordenham |
NORD DDB |
Digital Designer |
Mikael Norberg |
NORD DDB |
Designer |
Prince Talhaoui |
NORD DDB |
Technical Director |
Jacob Fagerström |
House Agency |
Producer |
Robert Feniger |
Camp David |
Producer |
Nicke Jacobsson |
Camp David |
Colorist |
Rickard Edholm |
Camp David |
EP |
Håkan Eriksson |
Camp David |
Music |
Jallo Faber |
Camp David |
DP |
Wille Rising |
Camp David |
Online |
Oskar Wrangö |
Camp David |
Director |
John Mattison |
Mandarin AB |
Photographer |
Why is this work relevant for Media?
It created 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.
It made every ad valuable to those trying to find the car we’d hidden in a remote Swedish location.
In a world of ad avoidance, we created a campaign which meant our target audience were actively LOOKING FOR our ads.
Background
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 / insights (30% 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)
To launch a car range designed to meet the challenges of the Swedish winter we appealed to the adventurous nature of those who enjoy driving in challenging conditions by putting into place a strategy that was grounded in challenge.
A media strategy that didn’t just promise adventure. A media strategy that delivered and adventure of its own.
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 (20% 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