Only those with a special tattoo can buy this limited-edition VW

Swedish campaign targets supporters of soccer club AIK

Published On
Jul 08, 2019

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There's a special requirement to buying Volkswagen's latest limited-edition car: you can only buy if it you have a special tattoo.

The auto brand is celebrating its partnership with a Swedish soccer club AIK by allowing only super fans—those who sport a tat of the group's logo—to purchase one of 128 AIK co-branded VWs.  

Earlier this year, the auto brand renewed its sponsorship agreement with AIK Fotboll. In the campaign via Swedish agency Post, Volkswagen Stockholm created the limited line of vehicle, each of which is jet black and comes with embroidered AIK emblems on the headrests. Drivers of the car also get access to a special parking area underneath the club's Friends Arena. For every car sold, VW will donate 5000 Swedish kroner to AIK's soccer mentoring program. 

Customers need to show the tattoo in person and sign a contract before taking possession of the car. The campaign, which launched last Thursday, already has its first super-fan customer—Stockholm resident Leo Svanberg got an AIK tattoo specially in order to get one of the cars. In order to facilitate purchases, AIK had a tattooist on hand at the stadium before its game against Malmo. 



Jul 08, 2019
Client :
Agency :
Marketing Director :
Jeanette Asteborg
Brand Manager :
Johan Karlson
Marketing Coordinator :
Petra Zielinski
Sales Manager :
Daniel Olsson
Commercial Director :
Stefan Jonasson
Ticket and Marketing Manager :
Fredrik Söderberg
Service Manager :
Daniel Norlander
Digital Responsible :
Tobias Larsson
PR Creative :
Viktoria Löwkrantz
Creative :
Hugo Wittorf
Strategist :
Henrik Haegermark
Creative Director :
Viktor Bolin
Project Manager :
Patrik Sundberg
Tattoo Artist and Designer :
Alfred Hankanen
Director :
Marcus Rönne
Director of Photography :
Joakim Wijk

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