Nationally launch the Volkswagen up! (World Car of the Year 2012) even though the audience doesn’t believe in the category.


Seeing as Volkswagen were rethinking the sub-light category, we wanted to partner with other ‘rethinkers’ to produce temporary pop up exhibitions in major cities. In addition, we wanted to create an environment where consumers could explore the new up! vehicle firsthand and receive a memorable experience.

Pop-up stores were created in Sydney, Melbourne, Brisbane, Perth and Adelaide. These spaces were visual celebrations of the act of Rethinking – placing the new up! in centre stage. The Rethink spaces featured custom produced video content, physical exhibitions, a custom-designed gesture-interface and the “guest drive experience” in the up! to our partners’ venues for a complimentary gift.


10,000,000 impressions, 1,800 in store visits, 1,550 test drives 15 mins – average length of engagement