Challenge

As Volkswagen Commercial Vehicles awaited the launch of the new ID. Buzz Cargo, they had no current models to promote or deliver. In this period, they needed a way to keep their customers engaged and maintain interest among potential new customers.

The challenge was to reinforce Volkswagen’s position as Norway’s most popular workplace on four wheels, even without a new vehicle to show.

Solution

The solution was a unique project that allowed Volkswagen to communicate the benefits of their commercial vehicles—without mentioning a single vehicle. The concept, called "Das Chair," brought the best of Volkswagen’s technology and driving experience into the office environment, giving anyone who doesn’t work in a Volkswagen vehicle a taste of what it's like. The campaign highlighted all the features of their vans in a playful way, allowing the target audience to take pride in their work vans while gently poking fun at a work environment they would never trade with.

"Das Chair" was launched just like any other new vehicle: with TV ads, billboards, radio spots, and digital channels. Every ad directed people to a product page detailing the chair’s features—all of which were real features in Volkswagen’s vans.

 

Results

The campaign generated widespread media coverage, with features on TV2 Broom, SupercarBlondie, Motor1, Automotorsport, and numerous automotive outlets. Additionally, it was picked up by major international media like CNN, Yahoo, FOX, Forbes, Daily Mail, Independent, and The Verge. Altogether, the campaign reached over 400 million people globally.