VOLKSWAGEN – COMING HOME

GTI MEET WÖRTHERSEE 2017

As lead agency for the GTI, our focus was on staying true to the strategy launched in 2016 and within that context, to develop a long-term, scalable 360° communications concept. That is the foundation for content strategy, activation and immersive architecture.

The successful launch of a new fan community, the “GTI Circle of Friends,” along with diversified content marketing as part of the pre-event communications plan (December 2016 to May 2017). The live platform at Lake Wörthersee reflected the tenor of the overall concept through its enhanced stand architecture. In addition to an extensive presentation of current models, such as the Golf GTE Concept, the UP! GTI also celebrated its world premiere. Selected crews from the worldwide Volkswagen fan scene presented their vehicles in the “Crew Garages.”

SERVICES

• Development of a 360° Communication Concept
• Launch, Operation and Support of the Fan Community (FB / Instagram)
• Video Production for Social Media Channels
• Content Distribution / Activation
• Social Media Curation
• Microsite Conceptualization & Design, Including Online Voting
• Architectural Conceptualization & Implementation
• Content Research & Preparation
• Content Implementation
• Event Conception
• F&B Conception

CLIENT
VOLKSWAGEN AG