The strategy was based upon not only communicating this old message but making the message become the ad, if you will. If the car keeps going then why shouldn’t the ad?This was the start of a month-long series in which listeners to RIX FM could follow the police pursuit of a Passat TDI. One of Volkswagen’s most economical cars. Listeners were able to follow how events unfolded thanks to new spots of varying length every day. There was no jingle, the name of the company was included in the radio conversation. The chase continued all over Sweden, from Stockholm down to Småland and then heading northwards. 21 different spots.

The promotion was a success for the client. Test drives of the Passat TDI were up and sales continued to grow until the latest global economic crisis took hold, when sales of all car models have dropped off. On a PR front the ads were a success, with many blogs and phone-ins talking about them. They certainly made radio feel like a fresher media according to one radio channel.