Challenge
Activent created and manages memorable and unique in-vehicle and out-of-vehicle experiences for Volkswagen (VW). We helped VW transition from a “small-car” brand to a “family-centric” brand while educating consumers about key vehicle features and enhanced the perception of innovation.
Solution
These experiences were designed to introduce new family vehicles to different customer segments at enthusiast events, Rallycross races, and winter sports events. The activations supported the European car enthusiast mindset and passions, leveraged the VW sponsorship of Rallycross race teams, and emphasized the personality, tone, and relevance around winter sports.
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