Brief
In the ‘60s, Volkswagen changed the game. The now iconic VW camper van became synonymous with the Road Trip – no destination, only adventure on the horizon. And with hotter, longer summers, there has never been a better time to hit the road with Volkswagen California…
Or has there?
Challenge
Denmark, like most other European countries, has introduced legislation making spending the night outside a designated camping site punishable by fine. This is seriously meddling with the original selling point of adventure and freedom that we associate with a VW camper van. How could we revitalise VW California as a symbol for freedom in this new world?
Solution
Volkswagen partnered with landowners all over the country to open California Stays – four overnight spots in remote and breathtaking locations all over Denmark.
The Success
Fully booked in less than two weeks
4.5 Million Social Media Impressions
A near 1000% increase in click-throughs to website compared to the same time last year
A 100% lift in price list downloads
250.000 DKK in earned media value
Disrupting The Category
By placing our campaign on travel sites, we managed to move the Volkswagen brand from the car category to the travel category.
