Cannes Lions

Floating Passengers

DDB & TRIBAL AMSTERDAM, Amsterdam / VOLKSWAGEN / 2018

Presentation Image
Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Description

We aimed to create outstanding and magnetic content.

However, at the time the campaign had to be produced, the Tiguan Allspace itself was not available yet, so we had to come up with an idea that talked about extra seats without being able to actually show them.

To do so, we pulled off a spectacular stunt by mounting two floating passengers to the back of a standard Volkswagen Tiguan, in a position as if they were sitting comfy and relaxed on the back seat of the car.

With this special installation we drove around various towns and captured the reactions of baffled bystanders. It wasn’t just spectacular, it was the only thing we could do to make the USP visible: it made the idea of two extra seats inside the car visible on the outside.

Execution

We went to several Dutch cities and drove around with the specially prepped Tiguan for 1 long day, capturing people’s reactions to it and handing out brochures at designated promotional places during the day.

With long lenses we captured the floating passengers in traffic and reactions from other road users to the stunt.

From this material we made online films (the stunt film and a making of) that were pushed out in social. These films were placed on Facebook and YouTube.

In addition to the main video, we also produced a making-of video that provided additional and shareable content for Volkswagen fans on social media.

Outcome

Every available test drive was booked.

Reach of 3 million people through earned media.

10% increase in Tiguan Allspace pre-orders.

Many trade press titles (automotive) picked up the stunt with a 100% positive review.

The video has now been adapted by several other markets worldwide.

There was a 91% positive response in social.

All this for a fairly small production budget of just 20K.

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2021, VOLKSWAGEN

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