14 days, 16 mobile and 13 installed vehicles, 56 activities and 60 promotersNot large, but great – that was how Volkwagen’s “up!” was to be presented at its world premiere at the IAA in Frankfurt.
The challenge was to provide visitors in Frankfurt with a striking experience of the “up!”, enable them to share in its “smiling face,” and to accentuate the brand label. Together with the Berlin agency Crown&Crown, we designed the extensive promotion campaign “Frankfurt becomes up! Town” and created it with great attention to detail.
With numerous guerilla activities and special installations in public spaces throughout Frankfurt, Volkswagen presented its new “town car” to its customers. Prominent locations for the promotion activities were also found: Frankfurt Airport, Frankfurt Central Station, the Hessen Center and the “MyZeil” shopping mall.