CATEGORY: D01. Interactive Campaigns CLIENT: VOLKSWAGEN OF AMERICA INC.  
    TITLE: Expect the unexpected  
       
       
  Expect the unexpected. The campaign message itself summarizes the Passat campaign. Highlighting the unique features available on the new Passat, each of the pieces comprising the online advertising campaign introduce a Passat feature in a unique and unexpected way. The campaign was comprised of 4 components with multiple executions in each: a conventional, rich media advertising component, a multiformat component, a weather-triggered component (specific ads based on actual weather) and a viral component. Campaign executions led either to the microsite to learn more or to take the vehicle for a test drive.