VOLKSWAGEN

This campaign for the Volkswagen up! was given to us as a brief by Adam & Eve. After looking for the most defining/unique features of the up!, it was decided that "German engineering. American sound." would be the proposition for the campaign, using both nations' favourable reputation in each industry to encapsulate the essence of the car. 
The campaign itself comprised of experiential and online advertising, which were all interlinked. 
The main event was a tent at a festival that used VW up! beats (specially modified to withstand a festival environment) as speakers to showcase the superior sound quality the up! beats possesses.  Different genres of music would be played throughout, to display the homogeneity of the up! beats’ speaker quality and attracting different types of people during the festival.
The tent would feature customised up! beats cars with hashtags to drive social media interaction and different paint jobs to showcase the customisability of the car itself. Additionally, there would be a VW up! beats used as a photo-booth to encourage social engagement and to give people a feel for the car. 
The goal of this experience was to get people talking about the up! beats, taking pictures, snapchats, videos, tweeting, etc.
There would also be ads on Spotify, sponsoring certain playlists such as 'Morning Commute' and 'Evening Commute', as well as promoting the festival event and city events.
The pop-up city events featuring DJs using the up! beats as speakers would be used to generate buzz, and act as a sort of foreshadowing for the main event (being the festival). The 'pop-up' format was chosen to give the up! beats a spontaneous personality.
Finally, a mini YouTube series featuring Jack Whitehall learning to drive (he doesn't have a driver's license) in a VW up! was also part of the campaign. The aim was to make the series not only entertaining (thanks to Whitehall), but also to show that the VW up! is not only fun, but also safe to drive.