Just a couple of brands are present at this arena. And the few are mainly traditional sponsors of different attractions. As far as we know, this is the first time a brand has done something interfering with the attractions.

The location for this was Tusenfryd, Norways biggest amusement park, where people come and

go with the whole family. The 'city emergency brake' was installed before the audience entered

the bumper car track. And after a while we revealed the prank and also brought a real car close

to the track. Here people could know more about City Emergency Brake. From a more "candid camera" approach in the start, the whole thing became a VW brand day at the amusement park.

It´s very difficult to quantify the outcome of this specific project. It´s no doubt the audience had a

great time and got good relations with the brand. And the project got massive response from

media both in Norway and the rest of the world. This project, and the following TVC, is a part of

a long going 'Innovations for you' campaign. KPI documents that the the following months 51

% think of VW as an innovative car brand (increased from 45% before the campaign) and the

brand has gone from 6th to 5th in the rank as 'Innovative car'.