The product is designed to tame the Swedish weather, made in Germany, but using Swedish Haldex technology in the 4WD-system. So why not make the weather an integral part of the campaign idea? We have adjusted our cars to control the elements, then why not adjust our offers to match? We put the car and its offer on a standard billboard, then placed it on a frozen Swedish lake. Once the ice breaks and the billboard sinks, the offer is over. The billboard was streamed live on a web site with other media such as TV, print, in-store and banners.

The site was visited by 70 000 persons during the campaign period, a very high number for a small market as Sweden.

During the first quarter of 2011, a total of 3002 4motion cars were ordered, an increase of 38% compared to the same period in 2010.By selling more 4motion cars, we had increased the loyalty to the VW brand since four wheel drivers are more loyal than two wheel dittos.