Case Study: Volkswagen boosts Passat Alltrack sales with PHD Media's No Show Room campaign

Volkswagen becomes Sweden’s #1 talked about car brand online with PHD Media

The customer Volkswagen, represented by PHD Media Sweden, faced the challenge of launching the Passat Alltrack and demonstrating its winter-ready capabilities in a crowded automotive market. To break away from the classic car ad formula, PHD Media employed an Audience Management strategy to create a highly engaging campaign.

PHD Media created "The No Show Room," a remote showroom placed in a hard-to-reach location, and launched a competition for the first person to find it to win the car. They promoted the hunt with clues across VW's channels and those of the Swedish National Ski Team, whom they also featured in a high-production TV trailer. This solution made the Passat Alltrack the most talked-about car online in Sweden and the most-sold model during the campaign, achieving a significant uplift in website traffic, price quotes, test drives, and Instagram followers.

Volkswagen