Volkswagen Commercial Vehicles
The Walking Ads
In late 2023, Norway's EV market was strained by rising fees and economic uncertainty, and Volkswagen worried its new ID.7, with a 613 km range, would go unnoticed. TRY had people prove the range themselves: to win an ID.7, you first walked 613 km wearing a sensor-tracked, branded sweater that turned you into a walking ad for the car.
613 km on foot
To enter the draw for an ID.7, you first had to walk 613 km, the car's own range, wearing a branded sweater with a distance sensor sewn into the sleeve, tracked through a companion app. Sweaters were handed out through Volkswagen's dealer network, and the challenge ran across TV and social media.
Challenge, solution, results
Challenge
In late 2023, Norway's EV market was under pressure: new fees had pushed up costs, and economic uncertainty was making buyers cautious. Volkswagen had a strong new car in the ID.7, with a range of 613 km on a single charge, but worried it would still go unnoticed in the noise.
Solution
TRY made the audience prove the range themselves. To enter the draw for an ID.7, you first had to walk 613 km wearing a sensor-tracked, branded sweater, turning every participant into a walking ad for the car.
Results
The sweaters sold out within a week. Before two winners were drawn, everyone taking on the challenge had collectively walked 91 laps around the Earth.
Results
- walked to enter the draw, the ID.7's own range on a single charge
- 613km
- Volkswagen ID.7 specifications
- the combined distance every participant walked, before two winners were drawn
- 91laps around the Earth
- TRY case copy
- the exact combined distance walked, per the campaign film's own count
- 3,656,889km
- The Walking Ads case film
Credits
- Sebastian Rasch, Trond Sandø, Mette Lange
- TRY Reklame
