Cannes Lions

No Showroom

PHD, Stockholm / VOLKSWAGEN / 2020

Awards:

2 Shortlisted Cannes Lions
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Case Film
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Overview

Entries

Credits

Overview

Background

In 2020, Volkswagen launched a variety of models which are designed specifically for 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 bring to life the Volkswagen Winter Range’s capabilities to handle the Swedish winter

Objective:

• Lift brand consideration +13% vs previous winter campaign

• Ensure: 25.000 visits to VW campaign site

Strategy

By building an activation around Passat Alltrack'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.

Execution

Instead of following the 'classic car ad formula', we launched the showroom via a TVC trailer for the competition, made by the guy who shot the latest James Bond movie, and 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 led to codes that unlocked the coordinates to the showroom. In order to create the most conversation, the campaign was social-first. The activation centered around a campaign site and Volkswagen’s Instagram, but we hijacked the entire winter campaign and planted codes in all touchpoints – including Volkswagen’s website, Instagram, Facebook, YouTube, newsletter, TVCs, print ads, digital out of home ads and Google ads. We also planted codes in SkiTeam’s social channels and a global Tour de Ski broadcast.

Outcome

· #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

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