With a live broadcast on the website, we wanted more people to see it. By really utilising the advantages and flexibility with digital signage techniques, we could “live stream” (just one hour delay)exclusive VW content from Paris to approximately 80 out-of-home screens in Stockholm, Malmö and Gothenburg, creating a buzz outside in bars and restaurants about the new VW Passat.

For the first time ever, an advertiser exclusively owned a large OOH network of digital screens for 2 hours. The media solution used the strength and swiftness of digital signage in an innovative way -outdoors, in restaurants and bars, to grasp the target group’s attention where they are least expecting it. The campaign was supported by ads online and in newspapers, highlighting the “world premiere of the new VW Passat”.

We were pleased to see that the streaming on the screens (with a slight delay) from Paris worked very well! The observation of these screens is usually as high as 88%.The dealers in Stockholm/Malmö/Gothenburg experienced a sharp increase in pre-ordered cars. Approximately 15% of the total budgeted sales were settled before the car was even at the dealers.The website traffic increased by 40% compared to previous months.

Our campaign succeeded, and generated high interest/purchase intent which is what we set out to do. VW was extremely pleased to be the first brand ever to use this sort of solution.