Volkswagen takes to the mountains.
Project
Mountain Move
Client
Crown&Crown Eventmarketing / Volkswagen
Period
2012-2011
Sector
Automobile
Category
Event
Media
Promotion
Format
Show
Party
Guerilla
Product presentation
Services
Concept, strategic project management, communication design, event production, set-up design, stage design and decoration, artist management
A novel event format for Volkswagen
The challenge consisted of developing a novel event format for Volkswagen, primarily to support the launch of the new Passat Alltrack. Of course, the event didn’t just take place anywhere but where the target group had the time and space to experience the Passat Alltrack in a framework befitting its lifestyle concept.
The emotionalization for the Volkswagen brand was also to be extended to other models to avoid limiting the brand image to a single vehicle.
“VW Mountain Move”
Together with the Crown&Crown agency, we aimed to create delightful experiences by using surprising highlights and fresh ideas. A unique concept was born: the “VW Mountain Move”.
The focus was on exciting test drives which ensured a dynamic driving experience combined with lots of fun in a variety of Volkswagen models thanks to the design of on-road, off-road tracks. Off the test track, we were able to increase the attractiveness of the Volkswagen brand by means of many large- and small-scale promotional activities, working with well-known artists such as Ole Soul, Aura Dione, Nathalie Dorra, Eisblume, Tobey Wilson, and The Thiams.
This created authentic, punchy, and versatile music-based formats. A successful and new event revolution for the Volkswagen brand was thus established in a fascinating environment of lifestyle and emotions.
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