Volkswagen - Project Fox

AWARD WINNER: RAMBUK
SPECIFIC TARGET GROUP CAMPAIGN. RAMBUK GRAND PRIX. CREATIVE CIRCLE
GOLD

SUMMARY

At the Volkswagen world premiere of the car, Fox, Agenda Group created an activation that is still remembered internationally and in Copenhagen. Twenty-one visual artists from five continents redecorated a hotel in Copenhagen, which was transformed into a unique work of art with 61 rooms of different designs. A Fox Club and the Fox art studio, together with the Hotel Fox, was utilised as the main experience driver for one of the most innovative, ambitious and successful car launches in recent history.

THE PURPOSE

Through three intense weeks, 800 journalists from both traditional car media and those previously unseen from the design and fashion media, checked in and enjoyed culinary, visual and professional adventures in a class of their own. But the publicity came especially from the 12,000 interested citizens of Copenhagen who attended more than 50 Danish and international music events and followed the transformation of Fox cars into mobile works of art.

WHAT

Media activation - global car launch of VW's model, Fox

WHO

Motor and lifestyle journalists and young urban creatives

WHERE

Hotel Fox, Hal D and Pakhus 11, Copenhagen, Denmark

WHAT WE DID

At the Volkswagen world premiere of the car, Fox, Agenda Group created an event that is still remembered internationally and in Copenhagen. Twenty-one visual artists from five continents redecorated a hotel in Copenhagen, which was transformed into a unique work of art with 61 rooms of different designs. A Fox Club and the Fox art studio, together with the Hotel Fox, was utilized as the main experience driver for one of the most innovative and ambitious car launches in recent history.

THE RESULTS

–  Three weeks of execution

– 12,000 participants and 800 journalists.

– Massive media coverage – index 400 in Europe. Index 1,000 in DK. (Budget index 100)

– 90% of all articles revolved around the experience as a platform for storytelling and featured pictures from Project Fox.

 

The media coverage in Denmark was multiplied by ten compared to what a traditional launch would have provided; in Europe, it was multiplied by four and ranged from VOGUE to Bild am Sontag (10,000,000 readers). In other words, the project was a resounding success.

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