Marco Polo
March 1, 2012 by
The
Challenge
To launch the new Volkswagen Polo, our challenge was to engage a Gen Y audience with a particular taste for a bit of culture and a big night out on the town.
The
Strategy
Building on Polo’s cultural positioning, PLAY developed a social media inspired street activation. Our strategic approach was to use Polo’s cultural positioning to deeply entrench it as an authentic part of the Gen Y lifestyle, taking the game of Marco/Polo to a new level!
The
Experience
Cue Marco, the hippest cat in town. Knowing where all the night’s best gigs, shows and parties were about to take place, Marco would post “Marco” on his Facebook page and the first to respond with Polo would be picked up in a new Polo, driven to the party with free tickets and backstage access. Run over 3 weekends, the Marco Polo team took to the streets of Sydney, Melbourne, Brisbane and Perth.
The
Results
1.89 Million campaign impressions
25,289 Active engagements
2,307 Driving engagements
10 MINS + Average drive time
Say what’s up to Marco at www.facebook.com/MarcoPolo.
Think Blue
February 9, 2010 by
The
Challenge
Think Blue has been developed by Volkswagen as their organisation-wide sustainability drive to create environmentally friendly cars, whilst encouraging better environmental behaviour. Having begun to roll Think Blue out in some European markets, PLAY was briefed to develop Think Blue’s launch into Australia.
The
Strategy
Using the insight that if you really want to change people’s behavioural patterns, you need to give them something fun to do, our approach was to bring Think Blue to life in a relaxed and friendly environment that would ultimately get the audience thinking blue.
The
Experience
The launch of Think Blue Australia came to life with a pedal powered photo booth. Passers by were offered the opportunity to have a free session inside the booth, but there was a catch! In order to take a photo, they first needed to generate the necessary power by pedaling on a bicycle. This Think Blue experience is now set to be rolled out across Europe.
The
Results
86,857 Impressions
7,324 Engagements
1,909 Engagements (9%over target)