Volkswagen California – Visit the Road

Baggrund

Although you may have seen this case (or an earlier version of it) before, it is not until now that the strategic platform allows it to show it’s full potential. Over the last three years, Volkswagen has built a brand platform – Visit the Road – that centers on adding value to the core product.

What started as an activation in collaboration with landowners to unlock some of the most beautiful locations in the country, has transformed into a cross-channel, integrated brand loyalty initiative spanning all the way from digital experiences, down to the dealerships, and into the audience's lives – adding value across the customer journey.

This is a story of brand and product integration that over time has demonstrated why building brand and driving sales are indeed intrinsically linked.

Løsning

Over the years, road tripping has become harder. Denmark, like most European countries, has introduced laws that prohibit people from camping in the free. Being able to go where your heart desires, and spend the night alone in nature, is the essence of why VW California speaks to people.

Now in its third year, Volkswagen California – Visit the Road sets out to overcome these barriers and enable greater experiences on the road. A fully connected online and offline customer experience, Visit the Road centers around California Stays – a nationwide collaboration with landowners to give access to exclusive and unique overnight stays in some of the most breathtaking parts of the country, bookable for free on the website and on major holiday booking sites like AirBnB & Booking.com.

In 2020, we added California Stops – a crowdsourced experience map, populated with the community’s most loved hidden gems. And in 2021, we brought Twin Stays, designed to encourage the community to meet new like-minded people and Dreamers’ Stays where those without a Volkswagen California can be nominated to an unforgettable experience at one of the Stays. The initiative has continued to grow, seamlessly connecting across customer touch points, with the latest dealership integration enabling Volkswagen sales personnel to use California Stays as a sales incentive.

The platform has been supported by three brand films bringing to life the freedom of waking up to a new, magical view every day, as well as social and digital campaigns driving traffic to the website and capturing the data that allows the platform to continue to optimise, grow and bring value to the community.