VW Ploughing experiential marketing
BRIEF
Experiential marketing. To create an interactive, engaging area that reflects the look and feel of a
Volkswagen showroom while focusing on technology and highlighting specific commercial & passenger models.
WHERE
National Ploughing Championships, Screggan, Co.Ofally
WHY
To drive brand awareness in one of Europe’s largest outdoor festivals while officially launching the T-Roc in to the Irish market.
WHO
300,000 attendees.
what we did
After being awarded the contract following the pitching stage over other competive agencies, Grooveyard created and managed a bespoke marquee installation to include 26 vehicles consisting of a mixture of commercial and passanger models.
Our main aim was to transform a 55m marquee in to a Volkswagen dealership by creating branding both internally and externally to reflect the clean lines of a dealership while camouflaging the marquee facade. As well as the eye-catching bespoke build, we wanted to include some interactive pieces to encourage current and potential future customers to engage with the Volkswagen brand while on site at the Ploughing Championships. Six free-standing touch screens were placed in the structure
displaying the Volkswagen vehicle configurator giving the audience a chance to browse through each model designing their perfect car by choosing the colour, engine size, wheel spec etc. As well as this, large indoor and outdoor screens displayed a mixture of content throughout. This included current advertisments for both passenger and commercial vehicles, live footage of interviews with Volkswagen Brand Ambassadors such as Bernard Brogan as well as recorded footage of the Volkswagen Commercial 4×4 driving experience.
services
delivered
// EXPERIENTIAL MARKETING
// EXHIBITION SERVICES
// CONCEPT DEVELOPMENT
// BRAND ACTIVATION
// DESIGN AV SERVICES
// SUPPLIER MANAGEMENT
// EVENT PHOTOGRAPHY & VIDEOGRAHPY
// BRANDING
// MARQUEE DRESSING
// EVENT STAFF
// DATA CAPTURE
results
With almost 200 sales leads generated over the 3 days, the Volkswagen stand at the National Ploughing Championships was a profound success.
Date:
December 4, 2017
