Summary

Volkswagen wanted a brand activation that focused on the brand’s ideal key values: To be synonymous with The Original Driving Pleasure/Excitement and Everybody Deserves a Volkswagen. Agenda Group developed a concept for children and parents to enjoy an experience together.

The concept was a build-your-own soapbox car race, held in local communities with the Volkswagen dealers as facilitators and their garages as central meeting points. The total number of participants in the races was 3,000 and more than 30,000 spectators followed the 46 races all over the country. Volkswagen Soapbox Car Danish Competition was nominated for a RAMBUK 2013 award in the category Involvement.

The purpose

Volkswagen wanted a brand activation that focused on the brand’s ideal key values: To be synonymous with The Original Driving Pleasure/Excitement and Everybody Deserves a Volkswagen. The tactical goal was to lead a larger volume of potential buyers into the physical Volkswagen dealerships and garages. The purpose of the concept was to deliver engaging family experiences, which would create driving pleasure and excitement and memories for life.

What

Brand - and Media Activation

Who

Danish families

Where

Volkswagen car dealers, Copenhagen Town Hall Square, life stream, online & social media.

When

2012 / 2013 / 2014

What we did

Agenda Group developed a concept for children and parents to enjoy an experience together. The concept was a build-your-own soapbox car race, held in local communities with the Volkswagen dealers as facilitators and their garages as central meeting points, where the winners of each local race were invited to regional semi-finals and from there; to the national final in central Copenhagen.

The results

Volkswagen Soapbox Car Danish Competition led to a marked increase in visits to local Volkswagen dealerships which led to a noticeable increase in sales. The total number of participants in the races was 3,000 and more than 30,000 spectators followed the 46 races all over the country. The soapbox car event created a powerful viral effect: 120,000 page views and a high degree of involvement on Facebook. The total public relations value gained was worth over 4,000,000 DKK. Volkswagen Soapbox Car Danish Competition was nominated for a RAMBUK 2013 award in the category Involvement.

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