To win a 613 km range car, you first had to walk that same distance—wearing a sweater that turned you into a walking billboard for the ID.7.

Challenge

In late 2023, Norway’s electric car market faced challenges. Rising fees and economic uncertainty had dampened consumer enthusiasm, meaning that even a cutting-edge vehicle like Volkswagen’s new ID.7, boasting an impressive 613 km range, risked being overlooked. Volkswagen needed a unique campaign to make the ID.7 stand out, one that would encourage people not just to notice the car but to experience its capabilities in a memorable way—and ideally lead them to a test drive.

Solution

The idea was to create a challenge that would directly immerse the target audience in the ID.7’s defining feature: its 613 km range. To win the car, participants had to walk those same 613 km themselves—while promoting the car in the process.

We designed and produced thousands of branded ID.7 sweaters, each equipped with a sensor embedded in the sleeve. When paired with a custom app, the sweater recorded each kilometer walked.
The sweaters, featuring eye-catching visuals of the car, transformed participants into walking billboards for the ID.7.

To join the contest, people simply picked up a sweater from their local dealer and began their trek.
Participants had to complete 613 km within a set deadline to enter the draw for a brand-new ID.7.

Results

Launched with a TV ad and some social media posts, the campaign quickly gained traction, amplified by coverage in local newspapers.
The sweaters were snatched up within a week. Participants collectively walked the equivalent of 91 laps around the Earth before two lucky winners were finally chosen.
This high-impact campaign helped drive significant awareness and engagement for the ID.7, all centered around the car's remarkable range.