Volkswagen Stroller

The film already had talk value. An automatic stroller, who wouldn’t want that. Still, we put in additional effort to help the film find its way to various target groups. We ran a PR campaign, sending press releases to various publications, each with a specific storyline. For example, for parents we focused on how the stroller made your life easier, and referred, with a wink, to ‘lazy fathers’.

We wanted to generate attention for Volkswagen’s innovations, high media value through smart PR and online involvement by the brand’s fans. By latching on quickly to Timo’s comment, with a typical Volkswagen wink and lightning fast execution, we created a wow effect with a simple idea. With worldwide impact and attention for Volkswagen’s innovations as a result.

1. Attention:
+4,000,000 views
- the innovations were featured in the headlines of over 400 blogs (e.g.: Gizmodo: ‘An Auto-Following Stroller Using VW's Adaptive Cruise Control Is Genius’)
- Volkswagen Headquarters in Germany received questions from interested journalists from all over the world, and was even shown on prime time TV in Germany, Brazil and Turkey

2. Media Value:
- A 538% return on media investment worth 350,000 euros (65,000 euros invested)

3. Online Involvement:
- 1.2 percent social involvement

Timo’s comment attracted the attention of our public and held onto it. We jumped at the chance to expand on this idea, which clearly had viral potential. And Volkswagen wouldn’t be Volkswagen if we didn’t do this with a wink and sense of perspective. We decided to make Timo’s request a reality and gave him the chance to contribute to the development of his own prototype. A stroller that automatically brakes and keeps its distance, that’s impossible, right? Or is it? In our film, we intentionally left this question unresolved, to stimulate the online conversation. We didn’t turn it into a technical story, but summarized in a few short scenes how Timo was invited to build the first ‘prototype’ with a number of Volkswagen mechanics. This way we drew extra attention to two important Volkswagen technologies: ‘adaptive cruise control’ that lets cars keep their distance from the ones in front, and ‘break assist’, with which cars brake automatically in an emergency situation. Timo also talks enthusiastically about how cool it is to see his wish come true. But the bulk of the film was about a randomly chosen test father, who tests our ‘prototype’. We left it up to the audience to decide whether the stroller really works, but the reactions in the film from people in the street are real.

For ages, Volkswagen has been known for being reliable and solid. However, on one hand Volkswagen competes with the cheaper brands, that enjoy an ever-improving quality perception. On the other, Volkswagen is in competition with the premium segment, where innovation and accessories are important sales arguments. That’s why in the summer of 2015, Volkswagen presented a new brand campaign to improve their value-for-money perception. The theme: you expect more when you drive a Volkswagen. In the TV commercial we showed several family members who expected the same from everyday objects as from their Volkswagen. One scene drew extra attention: a stroller, which the mother expected to brake automatically. Volkswagen received a surprising number of responses to this on Facebook. Timo Ros, one of Volkswagen’s Facebook fans, thought this was a good idea and wondered why such a stroller doesn’t really exist. This comment provided a unique opportunity to address Timo’s question with an online film. This way we could create attention once again for Volkswagen’s innovations, generate free publicity and stimulate online involvement.

Note: the campaign dates back to before the diesel scandal surrounding Volkswagen became known.