| Titolo | California Stays |
| Brief | The VW camper van encapsulated the spirit of the 60s: road trips with only freedom on the horizon. With hotter, longer summers, there's never been a better time to get on the road again with the Volkswagen California. But in Denmark, not using an official camp site is punishable by a fine, seriously undermining the sense of liberty symbolised by the vehicle. So VW partnered with landowners across the country to launch California Stays – overnight spots in Denmark’s most remote and breathtaking locations, bookable for free on AirBnB and Booking.com. |
| Agenzia |
Belong Agency
|
| Campagna |
California Stays
|
| Cliente |
Volkswagen
|
| Marca |
Volkswagen California
|
| Posted | Novembre 2019 |
| Settore | Auto Nuove
|
| Trama | In the 1960s, Volkswagen changed the game. The now iconic VW campervan gave birth to road tripping - no destination, only adventure on the horizon. And with hotter, longer summers, there has never been a better time to get on the road with Volkswagen California…Except, in Denmark, like most European countries, spending the night outside a camping site is nowadays punishable by a fine – seriously hampering the original idea of the campervan.So, we partnered with landowners all across the country to open California Stays – overnight spots in Denmark’s most remote and breathtaking locations, bookable for free on the website, AirBnB and Booking.com. In only two weeks we were fully booked, traffic to the website was putting pressure on our servers and the wave of interest had us extend the campaign.By addressing a real problem, we – once again – made Volkswagen California synonymous with freedom. |
| Problema | The Volkswagen California is based on the Transporter by Volkswagen Commercial Vehicles. It is the first campervan designed and built in-house by VWCV Special Business Unit, a subsidiary of Volkswagen Commercial Vehicles. |
| Tipo di Media |
Case Study
|
| Chief Creative Officer |
Thomas Bjerg
|
| Executive Creative Director |
Farah Dib
|
| Associate Creative Director |
Line Johnsen
|
| Director |
Sigge Bjerkhof
|
| Strategy Director |
Louise Brandt
|
| Strategic Planner |
Jacob Scriver
|
| Designer |
Martin Meincke
|
| Designer |
Laura Gry Lindholdt
|
| Production Company Producer |
Julie Willemoes Frandsen
|
| Digital Campaign Manager |
Marie Tidemand
|
| Project Manager |
Lise Skakkebæk Larsen
|
| Chief Executive Officer (CEO) |
Ditlev Ahlefeldt-Laurvig
|
| Associate Project Manager |
Louie Bruun Møller Halvorsen
|
| Assistant Editor |
Thomas Mason
|
| Editor |
Jesper Lind
|