Title | THE NO SHOW ROOM |
Brand | VOLKSWAGEN |
Product/Service | VOLKSWAGEN |
Category |
B01. Single Market |
Entrant
|
NORD DDB Stockholm, SWEDEN
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
Media Placement
|
PHD Stockholm, SWEDEN
|
PR
|
NORD DDB Stockholm, SWEDEN
|
Production
|
NORD DDB Stockholm, SWEDEN
|
Production 2
|
CAMP DAVID Stockholm, SWEDEN
|
Production 3
|
MANDARIN Stockholm, SWEDEN
|
Production 4
|
HOUSE AGENCY Stockholm, SWEDEN
|
Post Production
|
CAMP DAVID Stockholm, SWEDEN
|
Credits
Jeanette Asteborg |
Volkswagen Sverige |
Marketing Director |
Carl Sundstedt |
Volkswagen Sverige |
Commercial Manager |
Sara Brunfelter |
Volkswagen Sverige |
Content Manager |
Marcus Thomasfolk |
Volkswagen Sverige |
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 |
Executive Producer |
John Mattisson |
Mandarin |
Still photo |
Joachim Thimsporr |
PHD Sweden |
Business Director |
Elias Svedberg |
PHD Sweden |
Digital Client Manager |
Objectives
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 Ski Team.
Summary of the work
INSIGHT
Volkswagens audience like challenges, especially when they get entertained and have a grand prize at the end.
IDEA
Volkswagen have long sponsored the Swedish cross country national team. This time, we decided to do something different. Instead of just showing how Volkswagens cars are adapted for Swedish winter, we announced a competition and placed the new four-wheel drive Passat Alltrack in a challenging, wintry environment that was difficult to get to, but easy to drive from.
We launched the showroom via an anthem piece, starring the Swedish National Ski Team – 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.
One example was when the cross-country national team posted a picture with a Christmas greeting from Volkswagen. In the picture you could glimpse Charlotte Kalla's phone number. If you called the number, you could hear the ski star read a code on the answering machine. We also managed to find our way into Swedish television broadcast during the Tour de Ski, where the audience could see a cheering sign with a code. Codes were also hidden in films on YouTube, Instagram, in billboards, in newsletters and more.
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.
Engagement & Awareness
RESULTS
This was one of the most successful campaigns in Volkswagen Sweden's history.
Volkswagen was the #1 car brand during the period as well as the #1 most talked about car brand online as over 15 000 people participated in the competition and Volkswagen got more than 100 000 unique visitors on their campaign site, which equals an increase of +669%. More people also became fans of Volkswagen as the number of followers on their social media increased by 60%. Last but not least, brand consideration rose by +23% and the campaign made a 60% uplift on request on quotes from car resellers.
Social Behaviour & Insight
People love to play. Our minds are wired to see and recognize patterns- which is the same reason for why we like true crime or love to look for clues to unlock rewards. Think about how you can intrigue people through gamification. The No Show Room really showed that, when you combine play with a great prize, people get engaged.
Volkswagen was the #1 car brand during the period as well as the #1 most talked about car brand online as over 15 000 people participated in the competition and Volkswagen got more than 100 000 unique visitors on their campaign site, which equals an increase of +669%. More people also became fans of Volkswagen as the number of followers on their social media increased by 60%.
Brand Affinity & Sentiment
Campaign ran first 3 weeks of Januari 2019 with SOV of 61% (compared to SOM of app 15%), and the tracking covers the first 5 weeks.
Brand awareness 8% uplift
Ad recall 100% uplift
Brand consideration 23% uplift
Preferens 11% uplift
Sales Success
22% uplift in sales of Passat Alltrack
Conclusion
Volkswagen was the #1 car brand during the period as well as the #1 most talked about car brand online as over 15 000 people participated in the competition and Volkswagen got more than 100 000 unique visitors on their campaign site, which equals an increase of +669%. More people also became fans of Volkswagen as the number of followers on their social media increased by 60%. Last but not least, brand consideration rose by +23% and the campaign made a 60% uplift on request on quotes from car resellers.
Discounting Factors
The results are very closely linked to the campaign both in period of time and the levels of engagement across the funnel and platforms which should eliminate any doubts of the impact the communication alone has had to reach those results.