Cannes Lions

The Reversed Trailer

TRY/APT/POL, Oslo / HARALD MOLLER / 2016

Awards:

1 Gold Cannes Lions
2 Silver Cannes Lions
1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

We wanted to create attention to the feature by exaggerating the advantages.

The solution was to perform a stunt where we wanted to demonstrate an exceptional manoeuvring with a trailer in reverse at high speed.

Execution

We split a car in two and built a trailer around it. The walls were see-through plexiglass covered with transparent foil, so that the driver could look out, but no one could look in. And then we let the trailer tow the Passat. This became online films.

Claim: Volkswagen Trailer Assist. Backing up with a trailer will be this easy. Well, almost.

Outcome

The campaign reached the following results in a country with 5 million people:

• We created a Facebook reach of more than 55 million

• The behind-the scenes film had 41 million views on Facebook

• 1.100.000 liked it

• 696.000 shared it

• 130.000 commented it

• The stunt and films were described in more than 250 online articles in more than 46 countries with more than 396 million potential readers.

And most importantly:

The following month the Passat (with Trailer Assist) sales were up 15%.

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