October 2016 - March 2017
Volkswagen up! The Smallest VW.
The new up! needed to reach the real people from Y and Z generations. To convince them that it is so 2017 and can be their trendy personal urban car.
The new Volkswagen up! turned out to be a new icon for those who live for the moment, for the share, for the 3-second Snapchat message, for the thumb up. The smallest Volkswagen showed up at their favourite places – through music, fashion, cinema, books, festivals, sport … and through the influencers they follow in social media.
Pop up culture was thriving and we took advantage.
POP UP! STORIES WITH VOLKSWAGEN UP!
Everyone can make a pop up event but only one model can own the name of the format. And here comes the VW pop up! stories
We’ve organized 6 pop up! events for 6 different VW up! models with 6 different content videos for 6 different target groups.