CLIENT: VOLKSWAGEN GROUP SINGAPORE
EVENT: LAUNCH OF THE ARTEON & THE TIGUAN
We collaborated with Volkswagen to produce 2 very different car launches that would capture the imagination of the media and premium patrons.
Immersive Theatre Experiences for the Tiguan
We tapped on the power of storytelling to bring the Tiguan SUV to life for 80 press members and VIP patrons. 4 vehicle highlights were synthesized into stories that transported guests into elaborate worlds – from the American Prairie, backstage at a superstar concert, a corporate boardroom to a futuristic automated home.
We deployed elaborate décor, sound, food, scents and character actors who engaged guests in activities and games to drive home the Tiguan’s key highlights. Key Volkswagen staff were in each room, scoring valuable fact-time with the press. The experience ended with a finale of the SUV launch and car displays with hands-on engagement.
High Performance Art – Launch of the Arteon
The pre-launch of the Arteon began with an exclusive viewing period by invitation only to Volkswagen’s top tier patrons. We transformed the show room, curating furniture and art to bring a high-end art gallery aesthetic to feature the Arteon’s design-driven lines and intelligent innovation.
The official media launch engaged 80 members of the press and VIP patrons by weaving art with tech. RGB art melded coloured lights to create mind-bending perspectives, while a pop-art inspired dessert wall and painting-with-sound station brought multi-sensory immersivity to the Arteon hands-on experiences. The event also saw a key collection ceremony to celebrate and thank the first batch of Arteon owners in Singapore.
“Thank you for the phenomenal support and making the theatre experience come to life.”
Public Relations Executive
Marketing & Communications
Volkswagen Group Singapore