Client: Volkswagen
Agency: DDB Stockholm
To present the new Volkswagen Passat 4MOTION, a car adjusted for the Swedish winter, DDB Stockholm came up with the idea ”A winter adjusted offer for a winter adjusted car”. Once the ice melts and the billboard sinks, the offer is over.
SOLUTION
We felt that this was a great project but there were many questions to be answered. Where should we place the billboard? How can we livestream from a location without fiberchannel internet? How will it sink? We first started the research of the ice conditions during the past ten years on different locations in Sweden. Since the the client had a wish that the campaign should end in March/April we had to find a location where the ice melted in March/April. We found a private owned lake in middle of Sweden that worked well. Once the location was decided, the solution for internet needed to be found. Since the campaign was planned to be live for two months, the cost to use streaming would be too expensive. We came up with a different type of streaming. The billboard was going to be on the same place and the camera was fixed too, so we had no need to stream 25 frames per second. We found a network camera that sent a jpeg stream and could manage the hard conditions both in temperature and the changes in light. We set up a mobile GSM 3G broadband to the router that the camera was connected to. To make sure that we didn’t lose connection we also added a NMT mobile broadband that made it possible for us to access the router if the 3G broadband disconnected. Once the camera sent the jpegs to the server we created a time-lapse server side that the visitors saw when they entered the site. The billboard was built on location and in wood so we could easily pull it up once it had sunk. The campaign was live for two months, and was a huge success.
Client: Volkswagen
Winter Adjusted Offer
Agency: DDB Stockholm