Volkswagen Sweden has partnered with the country’s national ski team to create a scavenger hunt for a VW Passat. Emphasizing just how good its Passat Alltrack 4MOTION model is at handling wintry roads, the company has “hidden” a showroom for the car in the snowy wastes of Scandinavia.
The “No Show Showroom” is an idea conceived by Nord DDB. Consumers can only find out where the Passat is located by finding the showroom’s coordinates. Clues will be released in various places — including Instagram — during the month of January. The first person to find the showroom wins the car.
“The ski team had an advantage when it came to reaching the showroom in the commercials, as the terrain on the way there is not the easiest,” says Jeanette Asteborg, marketing director at Volkswagen Sweden. “However, for the lucky winner of the competition, there will be no problems driving back. Our cars are adapted for Swedish winter.”
Nord DDB is fond of stunts for VW. In fact, last year they made a new version of the cover of the Beatles’s Abbey Road album that moved the white VW that was illegally parked on the original.
The No Show Showroom
To promote the hunt for the Passat, this campaign includes TV spots, featuring members of the Swedish ski team passing the showroom in its stunning location, as well as social media, print and digital. Perhaps it’s time to visit Sweden to look for the No Show Showroom? Let the hunt begin.