Volkswagen Trailer Assist: The Reversed Trailer

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Advertiser: Harald A. Møller/ VolkswagenAgency: TRYCountry: Norway

Objectives

There were three main objectives behind the campaign:

  1. To promote the new Passat with Trailer Assist
  2. …and do this only months after the huge emission scandal… (Shortly speaking: How to go from “hated” to actually sell cars again)
  3. Strengthen Volkswagen as an innovative brand.

Strategy

How to sell a new car only months after the huge emission scandal?

While the rest of the world started big, emotional “trust us” campaigns, we in Norway took a little bit more humoristic approach and tried to charm our way into...

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