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The Reversed Trailer

basics
Industry: Automotive & Services
Media:Promotion & Event
Market:Norway
Style: Minimalism
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Producer:
Director:
Other credit:Web developer: Magnus Bergman
Webdesigner; Martin Klausen
Mac Designer: Tommy Lybekk
Digital Producer: Annette Werner
descriptioncnen
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%.
Synopsis
One of Volkswagens main strategic objectives is to increase the perception of Volkswagen as an innovative brand in the volume market segment. In the area of new technology and innovations the premium brands traditionally are better positioned, but among the volume brands Volkswagen want to be the #1.The launch of the new Passat was somewhat a challenge, as the design was not indicating this was a completely new car.Advanced driving assist systems, though, are main features in the new Passat including Trailer Assist. The optional Trailer Assist steers automatically while the driver is still responsible for gear shifting, acceleration and braking. Many moths after the launch of the new Passat still very few had heard about Trailer Assist. We had to something extra ordinary.
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.
Campaign Description
The solution was to perform a stunt where we wanted to demonstrate an exceptional manoeuvring with a trailer in reverse at high speed – showing the benefit of the product a little bit exaggerated. This became online films posted on Facebook and YouTube - and later TVCs.
Relevancy
The campaign was a promotion for new innovations (Trailer Assist) directed towards activating the target group on social media and create sale of the new Passat.
Strategy
In the Norwegian market the majority of family cars are sold with a trailer hitch. Passat estate is segment leader, and most of them are equipped with this device.The target audience was adult men with a family and the need for a roomy car, which often also means from time to time a need of a trailer.We also build on one basic insight: Most people find it difficult to reverse with a trailer and hate to do it.A system that will help them out will obviously create attention.Since social media to a large degree is about entertainment, and surprising videos always create a large number of viewers and involvement we decided to move along that path.This gave us the communication strategy and the idea for the campaign.

Strategy
In the Norwegian market the majority of family cars are sold with a trailer hitch. Passat estate is segment leader, and most of them are equipped with this device.The target audience was adult men with a family and the need for a roomy car, which often also means from time to time a need of a trailer.We also build on one basic insight: Most people find it difficult to reverse with a trailer and hate to do it.A system that will help them out will obviously create attention.Since social media to a large degree is about entertainment, and surprising videos always create a large number of viewers and involvement we decided to move along that path – and at the same time guide people to our campaign site and learn more about Trailer Assist.This gave us the communication strategy and the idea for the campaign.
Campaign Description
The solution was to perform a stunt where we wanted to demonstrate an exceptional manouvring with a trailer in reverse at high speed. In order for the illusion to be absolutely realistic, we build a trailer around a car, which we stripped for the body. This way we allowed the “trailer” to reverse with a new Passat, giving the illusion that the Passat was reversing.
Synopsis
One of Volkswagens main strategic objectives is to increase the perception of Volkswagen as an innovative brand in the volume market segment. In the area of new technology and innovations the premium brands traditionally are better positioned, but among the volume brands Volkswagen want to be the #1.The launch of the new Passat was somewhat a challenge, as the design was not indicating this was a completely new car.Advanced driving assist systems, though, are main features in the new Passat including Trailer Assist. The optional Trailer Assist steers automatically while the driver is still responsible for gear shifting, acceleration and braking. Many moths after the launch of the new Passat still very few had heard about Trailer Assist. We had to something extra ordinary.
Relevancy
The campaign was a promotion for new innovations (Trailer Assist) directed towards activating the target group with an ambient campaign and create sale of the new Passat.
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%.
Execution
The trailer and the car were driven by stuntmen and everything was recorded on video, which gave us two films: One that shows the actual stunt and one behind-the-scenes film. Both produced primarily for the use on social media.From Facebook and other platforms people were invited to our campaign site to learn more about Trailer Assist and book test drives.
awards
Cannes Lions International Festival of Creativity 2016
Gold Promo & Activation
Cars & Automotive Products & Services
Cannes Lions International Festival of Creativity 2016
Shortlist PR
Events & Stunts
Cannes Lions International Festival of Creativity 2016
Shortlist Promo & Activation
Use of Ambient Media: Large Scale
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