To conceptualise a unique way to launch the new Volkswagen Polo Vivo in an interactive and entertaining environment that would appeal to a 20-something target audience. To create an event featuring a series of fun filled activations to celebrate the freedom of young adults on the first rung of their career ladders.
To produce an activation that would delight them and reflect the Polo Vivo as much as it reflects their confidence and optimism about the future in a fun, free and spontaneous way.
Working in conjunction with our strategic partners, One-eyed Jack, we conceptualised a city that we would build from the ground up. INJOZI's team of digital specialists would design a virtual city and gamified microsite for the pre-campaign, where consumers would be able to vote for their favorite experiences. Marketers would build hype and the Mushroom production team would push the boundaries of what was possible, which we're known for doing.
For our second VW VivoNation activation our main objective was to exceed every expectation created at the first VivoNation festival.
The yard houses thousands of containers, over a 100 of which we would rearrange to create the unique festival layout and experience.
With the celebration of freedom as the golden thread running through this production, we let our creative freedom run wild to bring the vision to life in a way that would surprise and delight festival goers.