Volkswagen: The Reversed Trailer [image] [english]

Credits & Description:

Agency: Try
Brand: Harald A. Møller/ Volkswagen Norway
Country: Norway
Advertising Agency: Try, Oslo
Entrant Company: Try, Oslo
Media Agency: Try, Oslo
Pr Agency: Beon, Oslo
Production Company: Bacon Osl, Oslo
Additional Company: Bacon Osl, Oslo
Director: Andres Riiser (Bacon Osl)
Account Director: Morten Polmar (Try)
Art Director: Preben Moan (Try)
Account Manager: Cathrine Wennersten (Try)
Web Developer: Magnus Bergman (Apt)
Copywriter: Morten Berger Karlsen (Try)
Producer: Ola Narum Berg (Bacon Osl)
Copywriter: Camilla Bjørnhaug (Try)
Creative Director/ Copywriter: Øystein Halvorsen (Try)
Webdesigner: Martin Klausen (Apt)
Digital Producer: Annette Werner (Apt)
Art Director: Finn Knudsen (Try)
Mac Designer: Tommy Lybekk (Try)
Art Director: Eirik Sørensen (Try)
Art Director: Karin Lund (Try)
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. And even more challenging: This was the first time Volkswagen in Norway was about to communicate in paid media after the emission scandal.
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 23 million views on Facebook•1.100.000 liked it•450.000 shared it•130.000 commented it•We reached
1 million views on YouTube•The stunt was described in more than 250 online articles in more than 46 countries with more than 396 million potential readers.•The campaign was launched in a post diesel gate atmosphere with a lot of negative buzz around the brand and managed to break the negative curve.
Strategy:
In most parts of the world, Volkswagen planned for big, emotional “trust us ”campaigns. Norwegians are a special kind of people, humouristic and not taking themselves to seriously. So we decided to take a humoristic approach. I guess you can say that we "cheated" again. But this time be open about it. We wanted to show the benefit of the product in an entertaining and positive way. Volkswagen strikes back!
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:
We decided to take a humorous approach. To create attention to Trailer Assist, we built a somewhat special trailer. This trailer actually had an engine and towed the Passat, and not vice-versa. In a way, we exaggerated the advantages of the Trailer assist feature.