Volkswagen sponsors the Swedish national Ski-team. To tie the sponsorship closer, and to claim a position as the car for Swedish winters, a series of winter edition cars were developed. The objective of the campaign was to bring to life the idea that Volkswagen’s winter adjusted cars are ideal for the Swedish winter climate, and communicate a time limited special offer on these models.

We created a special offer for the Swedish winter with an affordable price on Ski-Team cars with roof box, four-wheel-drive and car heater, where the length of the offer was controlled by… the Swedish winter. Together with the university in Lund, we live-tracked an osprey bird on its migration path from Sweden down to Western Sahara, and back again. You could follow the bird across the globe on the campaign site, and guess when he returned for a chance to win fine prizes. The offer lasted until the bird returned. It’s a winter adjusted offer for a winter adjusted car.

From a PR-aspect, we did not only communicate a time limited offer in an enjoyable and fresh way, something people would talk about, we also tied Volkswagen's brand closer to the Swedish winter and the Swedish nature, using an all natural media in its natural habitat to get our message across.

It’s a highly traditional campaign in the sense that traditional media (TVC, print ads, banners and outdoor) was used to direct visitors to the campaign site. But the campaign site itself was built up on live tracking data we received from the osprey bird. The bird itself became the media, carrying the time limitation of the offer as it moved.

To date, 134870 unique visitors has followed the osprey on its migration across the globe, spending approximately 2 minutes on average taking part in Volkswagen’s winter adjusted offer. With this in mind, we gave Volkswagen a great opportunity to communicate their desired position as the car for the Swedish winter.