THE NO SHOW ROOM

TitleTHE NO SHOW ROOM
BrandVOLKSWAGEN
Product/ServiceVOLKSWAGEN
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
Name Company Position
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.