GREET A VOLKSWAGEN - WIN A VOLKSWAGEN

Instead of segregating our audience, we sought for an idea that could create a fellowship among them.

We sent out six disguised cars with hidden cameras and invited every VCV-driver to raise their hand whenever they met a fellow vehicle, with the chance to win the new Volkswagen Caddy.

As no one could tell the difference between the six cars and all the others, you needed to greet every fellow car you met.

A week ahead of the competition, we invited the drivers to join through national TV spots, radio spots, as well as owned, earned and paid digital media. The message was simple: Greet a Volkswagen. Win a Volkswagen.

The week after, our six disguised vans had found their starting place, in eastern, western, southern, mid and north Norway.

Through social media and radio, each car gave away small hints throughout the campaign, as a reward for following and sharing the competition.

People also started discussing online. What did that hint mean? Where is this photo taken?

Even drivers of other commercial vehicle brands started greeting Volkswagens, a point we invitingly made more out of in social media.

Finally a lucky woman, who greeted one of the six cars at her local gas station, enden up winning a the new Caddy. She kept her old one and now has two.

RESULTS

During the campaign it became almost impossible not to get involved, as by driving around in Volkswagen Commercial Vehicle, made you a rolling target.

Representing only 0,006 % of 100 000 Commercial Vehicals on the road, our six random cars alone, got over 1000 greetings, within the two weeks.

Almost a year after the competition you can still experience getting greeted by fellow drivers, behind the wheel of a Volkswagen Commercial Vehicle.

Hi Volks activated it´s audience down to the basics, by making them raise their hand and greet each other on the road.

Greeting others, and getting greeted is basicly a nice thing, without any further context, but it gets even nicer when it comes as an acknowledgement for your choice of car.

The campaign made the brand come to life on every road in Norway, making way for pride drivers and a nicer days at work.

Representing one third of all commercial vehicles in Norway, Volkswagens deliver vans for a viraity of actors. From large companies with fleet orders, to the local plumber who needs one car.

Hi Volks were set up to involve every one of them using national TV spots, radio spots, as well as owned, earned and paid digital media.

With a limited media budget, we wanted our target group to experience the variety of what we have to offer, instead of telling the story ourselves. This led to the idea of

making them spot each other on the road, making all of them ambassadors for the brand.

SITUATION

Volkswagen is by far the most sold Commercial Vehicle brand in Norway

But as a result of selling cars to over hundred different professions, you get a diversity in your target group that makes it harder to talk to all of them as one group.

BRIEF

Volkswagen Commercial Vehicles wanted to strenghten their relationship to all their drivers, across all professions with in one campaign, while making them notice the release of the new Volkswagen Caddy at the same time.