Volkswagen California - Visit The Road

Brief

Volkswagen California – Visit the Road is a multi-award-winning brand platform that centers on solving a key consumer pain point – spending the night outside designated camping sites is prohibited by law. We knew that giving a whole new generation of drivers their first taste of the freedom of the road and capturing the imagination of those who remember the road trip days of the ‘60s was going to take more than romanticising the car.

Insight

Over the years, road tripping has become harder. Most European countries have introduced laws that prevent people from camping in the free. Being able to go where your heart desires, and spend the night alone in nature, is the essence of why VW California speaks to people. It was this feeling we needed to bring back to the community.

Creative idea

Partnering with landowners, we created California Stays, exclusive overnight stays in some of the most beautiful locations in the country, bookable for free on the website and on major holiday booking sites like AirBnB & Booking.com. We built 12 exclusive and unique overnight stays in some of the most breathtaking parts of the country – all made available to anyone with a Volkswagen - borrowed, rented, or owned. What started as a brand activation, has evolved in to a fully fledged brand loyalty initiative with California Stops – a crowdsourced interactive map, run by the VW California community that helps you find hidden gems like secret beach spots and beautiful hiking trails, Twin Stays – double spots that encourage the community to meet new like-minded people or visit the road together, and Dreamers’ Stays where those without a Volkswagen California can be nominated to an unforgettable experience at one of the Stays.