We were tasked with nationally launching the Volkswagen up! (World Car of the Year 2012) even though the audience didn’t yet believe in the category.

Realising that Volkswagen were rethinking the sub-light auto category, we decided to partnered with other ‘rethinkers’ to produce temporary pop up exhibitions in major cities across Australia. In addition, created an environment where people could explore the new up! vehicle firsthand through a memorable and fun experience.

We created pop-up stores (not dealerships) in Sydney, Melbourne, Brisbane, Perth and Adelaide. The spaces were visual celebrations of the act of Rethinking – placing the new up! centre stage. Each featured custom produced video content, physical exhibitions, a custom-designed gesture-interface and guest drive experiences in the new up! to visit local Rethinkers for themselves.

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