VOLKSWAGEN – Back to the Roots
VOLKSWAGEN IS CELEBRATING 40 YEARS OF THE GOLF GTI
The GOLF GTI celebrated its 40th birthday in 2016. That same year, the annual GTI Meet on the shores of Wörthersee lake in Austria held its 35th anniversary. To accompany the festivities, a comprehensive 360° communication strategy and a complementary architectural concept was to be developed and implemented. The goal was the augmentation of both the authenticity and relevance for fans, tuners and scene influencers.
A diversified communication program in the four months preceding the event successfully rejuvenated the scene. The Live Platform at the GTI Meet at Wörthersee reflected the new tenor by way of exceptional stand architecture. In addition to the comprehensive presentation of new models like the CLUBSPORT S, select crews from the GTI scene were given the possibility for the first time to present their own work.
- Development of a 360° Communication Concept
- Target Group Analysis
- Video Production for Social Media Channels
- Content Distribution / Activation
- Social Media Curation
- Micro-Site Concept & Design, Including Online Voting
- Architectural Concept & Implementation
- Content Research & Presentation
- Contextual Implementation
- Event Concept
- F&B Concept