22/9/2023

In an innovative collaboration, Volkswagen Canada teamed up with Quebec-based TV station Noovo and Touché Media to redefine the concept of late-night television. Taxi/Type1 (Volkswagen's Agency) partnered with Freshman and Director Louis-David Jutras to produce this groundbreaking content. The result? A supremely entertaining and captivating media event centered around Volkswagen's all-electric ID.4, known as "Sans Émission" in Quebec.

Quebec's French language often leads to unique linguistic nuances, and "Sans Émission" is no exception. This term carries a double meaning in the province:

"No broadcast": It refers to the overnight period when TV stations traditionally go dark.

"No emission": It's a direct reference to electric vehicles and their eco-friendly nature.

Seeing an extraordinary opportunity, Volkswagen decided to leverage this linguistic quirk. The goal was to transform the overnight downtime of TV stations into an exciting media space for promoting the emission-free ID.4.

Filmed on a soundstage in one single-sequence shot, the "Sans Émission" segment stars comedian and Volkswagen spokesperson, Pier-Luc Funk. This non-traditional ad unfolded over a 4-hour period, during which Pier-Luc delivered a series of improvised comedy sketches—all while his Volkswagen ID.4 charged gracefully on the set.

Volkswagen's dedication to this project didn't stop at the studio. The company's social media team pulled an all-nighter, providing real-time commentary and engaging with viewers who tuned in for this unique experience.

To maximize the impact of the "Sans Émission" segment, Volkswagen embarked on a multi-faceted promotional campaign. This included eye-catching displays, engaging online videos, and strategic placements in digital media. All of this coincided with the excitement of the fall TV season kickoff, ensuring that the message reached an eager and receptive audience.

The "Sans Émission" segment made its debut on September 16th, 2023 with a live broadcast. For those who missed it or wished to relive the experience, an 45-minute online version is readily available on Noovo.ca, and can also be viewed here.

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