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 camoflaging 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 DELIEVERED

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.

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