Where's the Volkswagen Sportwagon?

Simply talking to potential buyers about adventure was not enough. Volkswagen needed an idea inherently built around the notion of adventure and that would showcase the Golf Sportwagon's utility and performance.

A completely mobile-optimized microsite was created by DDB, which transformed a vehicle sell-sheet into an interactive and informative experience. The cross-country "Where's Sportwagon?" scavenger hunt allowed consumers the opportunity to virtually interact with the vehicle. It split Canada into regions, and hid a Golf Sportwagon and bonus items within each. The brand then asked visitors to explore the country and find the vehicle, as well as discover its features. "Where's Sportwagon?" users could learn more on VW.ca and to sign up for a test drive.

There were more than 18,000 unique referrals to the Golf Sportwagon model page, where users could build, configure and price the vehicle. It also tracked 2,773 test drives during the campaign period (85% over objective and 6.7 times the national average). The referrals and test drives led to 1,190 Volkswagen vehicles sold to those who saw the campaign, leading to incremental revenue of over $26 million, which translated to a campaign ROI of 43:1.