Volkswagen’s 4MOTION 4-wheel drive cars are adjusted for Swedish winter. In Sweden, the winter conditions dictate the life of both man and animal. So why not let the winter also dictate the campaign? This year our offer was dictated by a Swedish brown bear called Freja. As long as Freja slept, you could take part of the offer. Once hibernation was over, so was the offer. Films, banners, radio and print promoting the offer directed to a site where you could see the bear live throughout the winter and get more information on Volkswagen’s winter adjusted cars.

Volkswagen is designed to handle Swedish winter by using a Swedish Haldex 4WD-system. In Sweden, the winter conditions dictate the life of both man and animal. So why not let the winter also dictate the campaign? This year our offer was dictated by a Swedish brown bear called Freja. As long as Freja slept, you could take part of the offer. Once hibernation was over, so was the offer. Films, banners, radio and print promoting the offer. I digital media, a live cam streamed the hibernating bear, providing interesting content for viewing. The different media directed to a site where you could see the bear live throughout the winter and get more information on Volkswagen’s winter adjusted cars.

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