Volkswagen | Marco Polo | Australia

The campaign is led by brand experience agency Play Communication. The campaign titled ‘Dedicated follower of no-one’ sets up a Facebook page for Marco Polo. “Marco has lived in several different countries, speaks a few languages and is into art, film, animation, live music and theatre,” said the team at Play.

Marco promises his friends access to exclusive, underground parties if they win in the online competition which requires them to stay tuned to the Facebook page for Marco’s updates. Marco will call his name ‘Marco’ and the first five people to respond with 'Polo’ will get A-list status to events in town including screenplays and performances. They will be driven around town by one of Marco’s friends in the new VW Polo.

The campaign is hosted in Sydney, Brisbane, Perth and Melbourne. “We didn’t like the idea of getting Gen Y’s to come out to a car yard or a drive day to create buzz around the car for VW. We felt this was a more appropriate way to experience the new Polo and have a great night to remember at the same time,” said campaign strategist Simon Horauf at Play. The project targets people between the ages of 18 and 25 and will finish at the end of June.

The above-the-line executions for Volkswagen are handled by DDB, and the media agency is MediaCom.




Credits:
Project Marco Polo
Client Volkswagen
Brand experience agency Play Communications
Creative agency DDB
Media agency MediaCom
Exposure Online, events