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DescriptionTo launch Volkswagen’s new A0 SUV, the T-Cross, we created the ultimate city - the ultimate urban playground. Volkswagen T-Cross City initially lived online, but with enough audience interaction on the bespoke microsite, areas opened up week-by-week until it was eventually built as an actual, real-life city for fans to explore and enjoy. Always innovating with their launches, this latest event took Volkswagen to new heights, literally. Think of a giant film set with scaffold and facades, housing exciting, engaging experiences such as a raised rooftop party structure and an intimate, opulent jazz club. All of the pop-up areas were curated by top names in the industry who rallied their fans to ensure that they got a spot at the spectacular event. Using venues as influencers to help market the event and drive tickets, we brought the following key players onboard: DJ Kent for the rooftop party, the Marabi Jazz Club, Goliath and Goliath and Parker’s Comedy Clubs, Fives Futbol and LesDaChef for the gourmet food market. In addition to our robust influencer campaign, our launch activity included 947, an editorial partnership with Media 24, outdoor billboards, Montecasino on venue and digital media, social media and more.
Volkswagen South Africa.
Conceptualisation and execution of the fully integrated campaign. Strategically partnered with Mushroom Productions to produce the live event.