webVWSWANS-1063Issue:

Creation of full leverage plan for Volkswagen in its second season as Major Partner of the Sydney Swans with the objective of making the brand more relevant to more Australians

Idea:

Creation of the Volkswagen Fan Zone with bespoke experiential activations to enhance fans’ match day experience. Activities include the Volkswagen Club Song with fans singing the legendary Club Song ‘Cheer Cheer’ in the back of a Volkswagen Passat with the chance of appearing on the big screen at half time.

Activations were extended into the digital space in 2012 with the creation of a microsite dedicated to the partnership where fans could share their Club Song on their social channels.

Activations were taken on the road to Adelaide and Melbourne as well as a presence at all other Sydney Swans events such as Fan Days, Grand Final week activities and the Grand Final Parade through Sydney CBD.

As part of the remit Mango also managed PR activities, community programmes, the production of fixed and LED signage, and created a digital communications plan to ensure ongoing strong presence through Sydney Swans and Volkswagen channel.

Impact:

  • 18,000 direct impressions and 300,000 indirect impressions with the Volkswagen Fan Zone
  • 110,000 Club Song video views on Facebook
  • 28% higher consideration to purchase a Volkswagen