Volkswagen Commercial Vehicles Norway is a brand that sells vans to professionals.

In 2022, Volkswagen was waiting on the arrival of the new, all-electric ID. Buzz Cargo. The vehicle had already been advertised for well over a year, but with pandemic and war delaying production, the lack of substantial news regarding delivery and pre-orders was putting the brand at risk of taking a hit. In particular in regards to leading the way in technology and sustainability in the commercial vehicle market, as competitors had been quicker with proper EV’s to the professional market.

We were tasked with creating a brand campaign that would strengthen Volkswagen Commercial Vehicle’s position in Norway.

Specifically, the goals were to increase the perception of Volkswagen Commercial Vehicles as an innovative car brand as well as create and maintain interest in the next generation of electric commercial vehicles.

Having a VW as a workplace comes with a lot of benefits: A comfortable seat, state of the art entertainment system, safety and assistant technology, and perhaps most important of all – you get to drive all day. We wanted to show procurement directors and decision makers of companies big and small what our cars had to offer, but in a way that better suited to their day-to-day job.

And so, Das Chair was born. An office chair designed to recreate the feeling of working in a Volkswagen for those who aren’t lucky enough to drive one for work.

The chair was a vehicle, literal and metaphorical, that let us talk about all the benefits of driving a Volkswagen, and engage our audience in a way a regular car commercial never could.

Although the new ID. Buzz Cargo initially got decent press coverage, the prolonged interval between announcement and actual release had drained much of the momentum away from the brand, as stories about the lack of microchips and other production hurdles yet again delaying production taking most of the attention.

We wanted people to be excited about the new vehicles coming from Volkswagen Commercial Vehicles, as opposed to jaded by the delays.

We knew we needed something completely different to change the narrative. Das Chair was meant to grab the attention of a) the automobile press and b) the wider press, who influence the target audience: Decision makers in procurement at companies, and independent workers/small business owners in the market for commercial vehicles.

The chair was a vehicle to get the press talking about all the benefits of driving a Volkswagen.

It was crucial to the idea that people would be able to test it, so it had to be a real, physical build with actual capabilities. It was designed to resemble an actual Volkswagen, had a top speed of 20 km/h, was equipped with sensors, rear view camera, entertainment system and much more.

We invited procurement directors and decision makers of companies big and small to come try it at dealerships throughout Norway, as well as sending it directly to certain procurement directors at large companies, allowing them to try in their natural habitat for a longer period of time.

We even launched the chair to a broader audience in a 360 campaign, creating a demand for this one-of-a-kind chair, making the ones who got to try it feel even more lucky.

The chair reached over 400 million people worldwide, but more importantly, it rejuvenated a very important segment’s belief in the brand on several key parameters, and increased engagement both online and offline.

340,5% increase in website traffic

21% more cars sold compared to the same period in 2021

Perception of Volkswagen Commercial Vehicles as the leading brand for development of commercial vehicles among target audience increased from 39% to 53%

Perception of Volkswagen Commercial Vehicles as a brand with innovative and smart solutions among target audience increased from 33% to 55%

Perception of Volkswagen Commercial Vehicles as a brand with good safety- and driver assistance systems among target audience increased from 35% to 55%

Perception of Volkswagen Commercial Vehicles as a brand with high standard for driving comfort and driving capabilities among target audience increased from 51% to 69%