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Industry: Automotive & Services
Media:Promotion & Event
Style: Minimalism
Describe the brief from the client
The brief was to establish Volkswagen 4Motion 4-wheel drive cars as an attractive purchase alternative during the harsh Swedish winter. We knew that once you sat in one of our cars, it was hard to resist: 25% of all car buyers only visit one car show room, and 4motion drivers are more loyal to Volkswagen. Thus, the task was 2-fold 1. Make it credible that Volkswagen cars can handle the Swedish winter. 2. Make people try Volkswagen’s 4MOTION cars. To attract customers, both new and existing, we created a campaign that was both tactical and image building.

Describe how the promotion developed from concept to implementation
Volkswagen is designed to handle Swedish winter by using a Swedish 4WD-system. In Sweden, winter dictates the life of man and animal. So why not let the winter also dictate the campaign? Enter: The bear Freja. As long as Freja slept, you could take part in the offer. Once hibernation was over, so was the offer. Films, banners, radio and print promoted the offer. In digital media, a live cam streamed the hibernating bear. The different media directed to a site where you could see the bear live and get more information on Volkswagen’s winter adjusted cars.

Describe the success of the promotion with both client and consumer including some quantifiable results:
The site had 221,067 unique visitors during the campaign period, an increase of almost 400% compared to the previous winter-offer campaign. During the campaign, 3,300 winter-adjusted cars were sold. Since this was a substantial part of Volkswagen’s total sales, the campaign helped Volkswagen increase the total market share by almost 4% during the campaign period and also increase long-term loyalty since 4Motion drivers stay more loyal to Volkswagen.

Explain why the method of promotion was most relevant to the product or service
The product is designed to tame the Swedish weather – made in Germany, but using Swedish Haldex technology in the 4WD-system. As the old saying goes, 'the media is the message'. By putting our cars in the context of winter in fresh and exciting ways we primed the connection between Volkswagen and Swedish winter, thereby establishing Volkswagen 4Motion cars as the natural choice for Swedish winters.
Creative Director:
Art Director:
Account Supervisor:
Account Manager:
Director of Photography:
Other credit:Web Director: Karl-Johan Vogelius
Business Director: Jerker Fagerström
Digital Production Agency: The Brewery
Audio Post: Red Pipe Sound Design
The One Show 2013
Merit Integrated Branding
Consumer Campaign
Cannes Lions International Festival of Creativity 2012
Bronze Promo
Cars & Automotive Services
London International Advertising Awards 2012
Bronze Interactive
Interactive Campaign
Eurobest - The European Advertising Festival 2012
Silver Media
Cars & Automotive Services
The One Show
Innovation in Advertising
Single or Campaign
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