Sweden’s Media Agencies’ annual event – the Stockholm Media Awards 2020, which rewards innovative and effective media solutions – unveiled PHD Sweden as one of six nominations for Campaign of the Year.
PHD Sweden was selected for its creative and strategic Volkswagen Group Passat Alltrack campaign, ‘The No Show Room’.
Brief campaign summary:
Volkswagen cars are adjusted for the Swedish winter, and to prove it, VW launched the world’s most remote showroom. Nestled in an inaccessible location, the showroom was billed as ‘hard to get to, but easy to drive away from’ if you have a four-wheel drive Passat Alltrack. PHD Sweden launched a scavenger hunt, with the first person to find the right location gifted a VW Passat Alltrack. PHD and Volkswagen hid clues, both online and offline, with the answers to those clues unlocking the coordinates to the car’s location.
Results:
- 22% uplift in sales for Passat year-on-year in January
- 15,000 participants entered the competition (3x the KPI)
- Over 100,000 unique visitors to the VW campaign site (4x the KPI)
- +23% consideration lift during the campaign period
From the six nominated campaigns, a Grand Prix, Gold and Silver winner will be chosen and announced on 3 December 2020 during Stockholm Media Week at a digital ceremony due to the pandemic.
