The campaign objective was lauching the VW e-Golf in Norway, leaving the audience with the impression that charging an e-Golf is just as easy as charging a smartphone. As “The Charge up for e-Golf app” utilized the battery hardware technology in smartphones (both Android and Apple), it created an opportunity to communicate this to the audience every time they had to charge their phones. Every charging session gave users a fact about the e-Golf, and a raffle ticket, giving them the chance to win an e-Golf free of charge.

Outdoor and TV-commercials informed the public about the campaign. And urged users to download the app for Apple/Android phones. Mobile-Banners took users to the app-store matching their phone.

As soon as people downloaded the app and began to charge their phones hoping to win the car, the app became the campaign. A steadily growing number of people voluntarily interacted with the product on a daily basis throughout the campaign period. And as most new users were recruited through organic sharing on Facebook, we could actually cut planned media support as the campaign proceeded

In a country with a population of just five million, the app was downloaded more than 100 000times.

The app was number one at the App Store for more than two weeks. The app was also top rankedat Google Play.

The campaign was shared 35 000 times on facebook.

The test drive-goal for the campaign was 750 times. The campaign generated over 13 000 test drives: An all time high in Norway. The interest for test drives was so high that many retailers had to exceed their business hours in order to meet the demand.

And most importantly: At the end of the campaign, the e-Golf was the most sold electric car in Norway.