VW has hidden a showroom in the snowy north of Sweden
Campaign promoting Passat SUV's features lets consumers win one—if they find it
Jan 07, 2020
Volkswagen is emphasizing just how good its Passat Alltrack 4MOTION model is at handling wintry roads in a competition that involves a "hidden" showroom for the car in the snowy wastes of Scandinavia.
The "No Show Showroom," an idea conceived by Nord DDB, is located somewhere in the north of Sweden and consumers can only find out where by find the showroom's coordinates. Clues will be released in various places (including on Instagram) during January. The first person to find the showroom wins the car —and VW assures them that they will be able to drive back.
The campaign is being promoted via films on TV that show members of the Swedish national skiing team (of which VW is a sponsor), reaching the showroom via skis.