7: BRAND ENTERTAINMENT (Branded film/video (fiction))
The No Show Room - Volkswagen
|Title of Entry:||The No Show Room|
|Entrant Company:||Nord DDB Stockholm|
|Creative Agency:||Nord DDB Stockholm|
|Duration of Entry:||00:45|
|Chief Creative Officer:||Andreas Dahlqvist|
|Art Director:||Anna Salonen|
|Copywriter:||Daga Simonsson, Per Sundin, Hans Malm|
|Account Executive:||Maja Björklén|
|Account Manager:||Linda Lonaeus|
|Production Company:||Camp David|
|Date of Release:||2019-12-28|
|Notes:||Volkswagen cars are specifically adjusted for the Swedish winter. For their 2019 winter campaign, they wanted to highlight their new, four-wheel drive Passat Alltrack. The brief was to talk about the car and its winter adjusted features in an engaging way that stands out from other car brands, while also activating Volkswagen’s sponsorship of the Swedish National cross-country Ski Team.
To show how winter-adjusted the car 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.
We launched the showroom via an anthem piece, 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.
The activation centered around a campaign site and Volkswagen’s Instagram. To help people find the car we shared hidden codes online and offline, in all touchpoints, including print, TVC, DOOH, social media, YouTube, banner ads, newsletters. The codes unlocked the coordinates to the showroom, bit by bit.
By building an activation around the car’s unique selling point, and turning it into a competition, we engaged tens of thousands of people 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.
|Sound Engineer:||Håkan Eriksson|
|URL Link (optional):||https://preparing-cases.webflow.io/the-no-show-room|
|Other Credits:||Creative Lead: Simon Higby|
|Other Credits:||PR Director: Susanne Johansson|
|Other Credits:||Planner: Johan Rynell|
|Other Credits:||Social Media & Content Manager: Jonas Eriksson|
|Other Credits:||Digital Designer: Mattias Nordenham|
|Other Credits:||Designer: Martin Thor, Peter Danielsson, Mikael Norberg|
|Other Credits:||Interactive Producer: Erik Hagström|
|Other Credits:||Digital Director: Prince Talhaoui|
|Other Credits:||Agency Producer: Jacob Fagerström, House Agency|
|Other Credits:||Photographer: John Mattisson, Mandarin|