Launch of Volkswagen Up! clattered Gramado

The city of Gramado, state of Rio Grande do Sul, was visited by thousands of stakeholders due to the launch of the Volkswagen up!. The mega live marketing action took place on February 5 and was divided into presentations to the press, guests and selling forces of the brand’s dealers.

A city set was designed to reach all of the 1,500 guests with the young and urban concept of the new model.

“The goal is to highlight that Up! is ideal for all people. Regardless of age, gender or profession, everyone can have fun with the model”, said Sales and Marketing VP for Volkswagen Brazil, Jutta Dierks, in a message to Promoview.

“Up! is a versatile model that appeals to all audiences. The idea is to show that there is an Up! for everyone. To achieve this idea, we aim to highlight the features of this vehicle, which are great design, flawless performance, minimum consumption and maximum security” said Axel Schroeder, Marketing Director at Volkswagen Brazil.

Car Reveal

For an audience that is used to big revelations, it becomes increasingly difficult to get the surprise element. Still, VW was able to do so. The public reception took place on a empty environment, with only walls and metal structures. A very mysterious atmosphere. Gradually, the city emerged with buildings, streets, restaurants and a Volkswagen concessioner all around the guests.

The place in which everyone was watching the car reveal turned into a big square with traffic lights, signs and trees. Then, the maximum of all those who work with live maketing production materialized: what took months of planning and production became reality in less than five minutes, before everyone´s eyes. The environment, which so far revealed so little, became a city. The Up! City.

After that, the car was then unveiled being drived trhough the streets until a prominent space in the center square. With the ad for the model projected on big screens, dancers dressed as the characters on the film performed around the vehicles to the sound of it´s soundtrack. After the revelation, everyone was then able to move freely around the city, which came to life openning restaurants and bars doors.

A fleeting moment that will surely be forever remembered by those present.

With this, the brand fulfilled the mission of translating the positioning of the Up! in a completely original way, compared to other auto launches, from the car to reveal to the test drive experience.

During the action, guests were able to navigate freely trough the city of Gramado, visiting attractions, and traveling throughout the shops and restaurants, all with special discounts.

“The test drive had a special shine and was different from the traditional routes adopted for similar actions. For dealers and corporate customers, the promotional marketing action was transformed into a great and fun gymkhana”, said the director.

Hotsite

After the big suspense created around the hatch, Volkswagen finally revealed all the details in the model´s hot site with 3D icons related to the main features: design, performance, consumption and safety. With a fun and urban pop art inspired scenery, the web page shows accessories, details, photos and black, red and white versions of the model.

In the hot site, users can also customize their Up!, both using their mouse and their smile (for those who have web cams installed). In this section, every smile of the user upon viewing their model is captured, defining the itens to go into the model´s configuration. In the end, you can also share your Up! in the social networks.