Volkswagen adjusts its cars to suit different market needs.

In Sweden, winters are long and harsh; cars require certain adjusted features to better function in the Northern climate.

This winter, Volkswagen launched a variety of models which are suitable for the Swedish winters, including features such as 4-motions, which allow cars to access remote areas covered in snow.

The brief? Using one specific model – the new Passat Alltrack - drive consideration (and sales) with a campaign that truly brings to life the Volkswagen Winter Range’s capabilities to handle the Swedish winter, while also activating Volkswagen's sponsorship of the Swedish National cross-country SkiTeam.

To show how winter-adjusted the car really is, we placed it in its natural habitat by launching the world's most remote showroom - The No Show....Room.

It's hard to get to, but easy to drive away from - in the new four-wheel-drive Volkswagen Passat Alltrack.

We challenged Swedes, with a media scavenger hunt – using every medium and format in the campaign to deliver clues to the remote location of the new Winter spec VW Passat

By building an activation around the car’s unique selling point, and turning it into a competition, we engaged tens of thousands of people in a two-week-long hunt for clues in Volkswagen's channels. And as a result, people got to know everything about the car, its features and Volkswagen’s winter adjusted car models.

Every piece of the media plan would be a clue in a scavenger hunt to find the car and the only way to crack it would be to experience the whole campaign.

We launched the showroom via a TVC trailer, starring the Swedish National SkiTeam - a group with a huge advantage in challenging terrains. Then we announced that the first person to show up gets the car.

To help people find it, we shared clues online and offline. The clues unlocked the coordinates to the showroom, bit by bit.

To PROVE that the new Volkswagen Winter Range had what it takes to handle the Swedish winter, we launched the world’s most remote car showroom, containing a brand new four-wheel-drive Passat Alltrack.

Together with the Swedish National Ski Team, we launched our campaign as a scavenger hunt, challenging Swedes to find the car. First one to find it, could drive it away.

In order to create the most conversation, the campaign was social-first. The activation centred around a campaign site and Volkswagen's Instagram, but we hijacked their entire VW Winter Range campaign – across TV, print, digital, OOH, Google ads, newsletter, social media etc - contained a hidden clue which helped unlock the coordinates to the car’s location, meaning our target audience had to go looking for our ads, not the other way around.

• #1 most-sold car brand in Sweden during campaign period

• +60% price quotes & test drives at dealerships

• +60.1% followers on Instagram

• #1 most talked-about car brand online

• +669% traffic to website / four-wheel-drive car models

• +22% uplift in Passat Alltrack sales during campaign period