Media > Media: Sectors

THE NO SHOW ROOM

NORD DDB, Stockholm / VOLKSWAGEN / 2020

Awards:

Bronze Cannes Lions
CampaignCampaign(opens in a new tab)
Case Film
Presentation Image
Supporting Images

Overview

Credits

Overview

Why is this work relevant for Media?

When Volkswagen launched their new winter-adjusted, four-wheel drive Passat Alltrack, they wanted to make people talk about it by proving how winter-proof the car really is. That's why Volkswagen launched a remote showroom in the car's natural habitat, somewhere far up north in Sweden. The twist? The first person to find it, won the car. We used all touchpoints in the winter campaign to activate the competition and help people find the car. The activation was orchestrated on social media and centered around a campaign site where the codes we hid in campaign elements unlocked the coordinates to the car.

Background

To show how winter-adjusted the Passat Alltrack really is, we placed it in its natural habitat by launching the world’s most remote showroom – The No Show…Room. It’s hard to get to, but easy to drive away from – in a four-wheel drive Volkswagen Passat Alltrack. To activate the campaign, we announced that the first person to find the showroom, wins the car.

Describe the creative idea / insights

To show how winter-adjusted the Passat Alltrack really is, we placed it in its natural habitat by launching the world’s most remote showroom – The No Show…Room. It’s hard to get to, but easy to drive away from – in a four-wheel drive Volkswagen Passat Alltrack. To activate the campaign, we announced that the first person to find the showroom, wins the car.

Describe the strategy

By building an activation around the car’s unique selling point, and turning it into a competition, we engaged tens of thousands of people online in a two-week long hunt for clues in Volkswagen's channels. And as a result, people got to know everything about the car, its features and Volkswagen’s winter adjusted car models.

Describe the execution

Instead of following the 'classic car ad formula', we launched the showroom via a TVC trailer for the competition, made by the guy who shot the latest James Bond movie, and starring the Swedish National Ski Team – a group with a huge advantage in challenging terrains. Then we announced that the first person to show up, gets the car. To help people find it, we shared clues online and offline. The clues unlocked the coordinates to the showroom.

In order to create the most conversation, the campaign was social-first. The activation centered around a campaign site and Volkswagen’s Instagram, but we hijacked their entire winter campaign and planted clues in all touchpoints – including Volkswagen’s website, Instagram, Facebook, YouTube, newsletter, TVCs, print ads, digital out of home ads and Google ads. We also planted clues in the Swedish Ski Team’s social channels and a global Tour de Ski broadcast.

List the results

· #1 most-sold car brand in Sweden during campaign period

· +60% price quotes & test drives at dealerships

· +60.1% followers on Instagram

· #1 most talked about car brand online

· +669% traffic to website / four-wheel drive car models

· +22% uplift in Passat Alltrack sales during campaign period

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