PASSAT 4MOTION - THE WINTER ADJUSTED OFFER by DDB Stockholm for Volkswagen

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PASSAT 4MOTION - THE WINTER ADJUSTED OFFER

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Industry Cars
Media Direct marketing
Market Sweden
Agency DDB Stockholm
Creative Director Andreas Dahlqvist
Art Director Simon Higby
Copywriter Martin Lundgren
Released December 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: VOLKSWAGEN
Product/Service: AUTOMOBILE
Agency: DDB STOCKHOLM
Date of First Appearance: Dec 12 2010
Entrant Company: DDB STOCKHOLM, SWEDEN
Entry URL: http://www.vwskiteam.se/en/
Art Director: Simon Higby (DDB Stockholm)
Copywriter: Martin Lundgren (DDB Stockholm)
Web Producer: Maria Kovac (DDB Stockholm)
Creative Director: Andreas Dahlqvist (DDB Stockholm)
Business Director: Jerker Fagerström (DDB Stockholm)
Account Director: Linda Eriksson (DDB Stockholm)
Planner: Patrik Ronström (DDB Stockholm)
Account Manager: Barbro Långjuth (DDB Stockholm)
Web Director: Petter Eriksson (DDB Stockholm)
Web Director: Tomas Jonsson (DDB Stockholm)
Graphic Designer: Niklas Andersson (DDB Stockholm)
Web Designer: Susanna Averpil (DDB Stockholm)
Technical Director: Andreas Andersson (DDB Stockholm)
Social Media Director: Michael Bugaj (DDB Stockholm)
Flash developer: Alexander Ekman (DDB Stockholm)
Flash developer: Rickard Berggren (DDB Stockholm)
Web production: (It's Showtime)
Film production: (DDB Film)
Customer Relationship Management And Web Manager: Katarina Lakowitz (Volkswagen)
Marketing Manager: Åke Lundberg (Volkswagen)
Media placement: TVC - Aired On The Main TV Channels In Sweden. - 22 Feb 2011
Media placement: Ad Full Page - Daily Press - 25 Febr 2011
Media placement: Small Space Targeted Ads - Daily Press, TV-Page Placement. - 25 Febr 2011
Media placement: Small Space Targeted Ads - Daily Press, Weather Page Placement - 25 Febr 2011
Media placement: Banners - Daily Press, Weather Pages, Spotify - 24 Feb 2011
Media placement: Online - Campaignsite Vwskiteam.se And On VW.se - 12 Feb 2011
Media placement: Online - Facebook, Competition, Guess When The Billboard Sinks. Challenge Your Friends. - 12 Feb 2011
Media placement: Online - Twitter, Competition, Guess When The Billboard Sinks. Challenge Your Friends. - 12 Feb 2011

Describe the brief/objective of the direct campaign.
The brief was to establish Volkswagen 4Motion four wheel drive cars as a real alternative purchase during the harsh Swedish winter.
We knew that once you sit in one of our cars, it’s 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 twofold
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 the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The product is designed to tame the Swedish weather, made in Germany, but using Swedish Haldex technology in the 4WD-system. So why not make the weather an integral part of the campaign idea? We have adjusted our cars to control the elements, then why not adjust our offers to match? We put the car and its offer on a standard billboard, then placed it on a frozen Swedish lake. Once the ice breaks and the billboard sinks, the offer is over. The billboard was streamed live on a web site with other media such as TV, print, in-store and banners.

Explain why the creative execution was relevant to the product or service.
The insight created unique relevance in two ways.

Firstly, since VW ‘s main competitor on the market is Swedish brand Volvo, we were in the unique position of being able to claim “specially adjusted for Swedish winter” – and proving it - making the campaign stand out.

Furthermore, by applying the “winter-adjusted” property of the car to the offering price, we combined the benefits of a brand campaign and a tactical campaign. A call to action that also highlighted the engineering quality of VW.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The site was visited by 70 000 persons during the campaign period, a very high number for a small market as Sweden.
During the first quarter of 2011, a total of 3002 4motion cars were ordered, an increase of 38% compared to the same period in 2010.
By selling more 4motion cars, we had increased the loyalty to the VW brand since four wheel drivers are more loyal than two wheel dittos.