THE WINTER ADJUSTED BEAR by DDB Stockholm for Volkswagen

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THE WINTER ADJUSTED BEAR

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Industry Cars
Media Print, Magazine & Newspaper
Market Sweden
Agency DDB Stockholm
Creative Director Magnus Jakobsson, Fredrik Simonsson
Art Director Gustav Holm, Simon Higby
Copywriter Martin Lindestaf, Stefan Gustafsson, Martin Lundgren
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Cars & Automotive Services Bronze

Credits & Description

Type of entry: Product & Service
Category: Cars & Automotive Services
Advertiser: VOLKSWAGEN GROUP SWEDEN
Product/Service: VOLKSWAGEN 4MOTION CARS
Agency: DDB STOCKHOLM, SWEDEN
Advertiser VOLKSWAGEN GROUP SWEDEN
Product VOLKSWAGEN 4MOTION CARS
Entrant DDB STOCKHOLM, SWEDEN
Type of Entry: Product & Service
Category: Cars & Automotive Services
Title: THE WINTER ADJUSTED BEAR
Advertiser/Client: VOLKSWAGEN GROUP SWEDEN
Product/Service: VOLKSWAGEN 4MOTION CARS
Entrant Company: DDB STOCKHOLM, SWEDEN
DM/Advertising Agency: DDB STOCKHOLM, SWEDEN

Copywriter: Stefan Gustafsson (DDB Stockholm)
Art Director: Simon Higby (DDB Stockholm)
Copywriter: Martin Lindestaf (DDB Stockholm)
Art Director: Gustav Holm (DDB Stockholm)
Copywriter: Martin Lundgren (DDB Stockholm)
Creative Director: Magnus Jakobsson (DDB Stockholm)
Creative Director: Fredrik Simonsson (DDB Stockholm)
Planner: Patrick Ronström (DDB Stockholm)
Digital Producer: Michael Nyberg (DDB Stockholm)
Digital Producer: Linda Ericsson (DDB Stockholm)
Web Director: Karl-Johan Vogelius (DDB Stockholm)
Business Director: Jerker Fagerström (DDB Stockholm)
Account Director: Eva Caspar (DDB Stockholm)
Account Manager: Dan Hammarberg (DDB Stockholm)
Graphic Designer: Niklas Andersson (DDB Stockholm)
Executive Film Producer: Mattias Coldén (DDB Film)
Editor/DOP: Andreas Bjerner (DDB Film)
Photographer/Director: Erik Hagman (Agent Molly)
Digital Production Agency: The Brewery (The Brewery)
Audio Post/Music: Red Pipe Sound Design (Red Pipe Sound Design)

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 the creative solution to the brief/objective.



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 results in as much detail as possible.



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.




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.