Thousands turn out to experience the new Volkswagen Polo Vivo at this unique weekend festival In partnership with YFM
“Coolest event ever”. “Insane venue”. “World-class festival”. “Totally amazing!” “Performance lit”. “Kwesta and Black Motion stole the show!” These were just a few of the thousands of tweets from fans at the VW #VIVOnation Festival, making the Polo Vivo launch trend for two solid days.
Created by Volkswagen South Africa, fans, influencers and celebs flooded into the unique space across Saturday and Sunday, awed by the impact of a festival site woven in between over 1,400 giant shipping containers, strung with fairy lights and the surprise of finding exciting activations hidden around every corner.
From hair-raising laps with Volkswagen pro-drivers on a custom-built autocross track, to a 360-degree glam-cam activation raised to overlook the stage and crowds for a killer backdrop, no one had expected this level of world-class production that had gone into the spectacle of the seeing Polo Vivos creatively displayed inside shipping containers stacked above the stage.
— Yule (@YuleD) March 12, 2018
“We wanted to break the mould of what consumers have come to expect from car launches,” comments Meredith Kelly, Marketing Communications Manager for Volkswagen South Africa. “The idea was to showcase the new Polo Vivo in a way that excites our fans, getting them to experience it in engaging ways whilst entrenching the campaign positioning of ‘Share the Ride’.”
Pundits could enjoy a Vivo ‘drive-in’ activation playing old Herbie re-runs, an in-car lip sync installation to win a road trip weekend away for you and three friends, and even a fun ‘speed mingling’ experience that was hosted by YFM’s DJ Sabby and SA comedian Alfred Adriaan. But the clincher was the ground-breaking stage design created by leading event producers, Mushroom Productions, which incorporated over 30 tonnes of staging and sound equipment and over 100 moving lights.
— Yule (@YuleD) March 11, 2018
The two-day launch festival was free and fans had to register to win two tickets and a R100 pre-loaded voucher onto their RFID wristbands for refreshments. As a full lifestyle event, #VIVOnation included live street art and graffiti, food trucks, a hugely popular activation and handset giveaways from Nokia Mobile, a beer garden and one of the hottest local line-ups to hit Jozi.
As the Polo Vivo is a uniquely South African car, Volkswagen supported our country’s local talent by booking Cassper Nyovest, Kwesta, Black Motion, Babes Wodumo (ft. Mampintsha and Ntando Duma), The Kiffness (ft. Mathew Gold), Shekhinah, TIMO ODV, Lady Zamar, DJ Doowap and Kyle Deutsch. They also added Breeze (Zulu Base King) to the bill as the creator of the new Polo Vivo track titled “Phambili” which is available for download on the Volkswagen Soundcloud page: https://soundcloud.com/volkswagen-sa.
Lalla Hirayama and Smash Afrika were the charismatic stage MC’s who kept the crowds hyped between sets with spot prize giveaways and the announcement of the winners of the weekend road trip and artist meet and greets.
— Yule (@YuleD) March 10, 2018
Check out highlights from the weekend by following #VIVOnation on social media.
VW #VIVOnation took place on 10 and 11 March 2018 at The Container Yard in downtown Jo’burg. The concept was created by entertainment marketing agency One-eyed Jack in conjunction with Mushroom Productions.
Get into the new Volkswagen Polo Vivo. Share the Ride. For more information on the new Volkswagen Polo Vivo, visit www.vw.co.za.