Overview
In 2018 and 2019, Volkswagen South Africa partnered with One-eyed Jack to launch the new Polo Vivo with the interactive VivoNation festivals. The events, held at The Container Yard in Johannesburg, were designed to appeal to a 20-something audience by celebrating their freedom and optimism in a fun, spontaneous environment.

Objectives and Strategy
The brief was to create a unique launch that reflected the target audience’s confidence. The strategy involved building a “city” from the ground up, both virtually and physically. A gamified microsite was used for the pre-campaign, while the physical event was built by rearranging over 100 shipping containers to create a unique festival layout. The objective for the second year was to exceed the high expectations set by the first. The event was a full lifestyle experience, featuring live street art, food trucks, giveaways, and a top-tier local music lineup.

• Concept development and creative roll-out
• Venue management, décor, and catering
• Staffing, guest speakers, and entertainment
• Car displays, staging, AV, sound, and lighting
• Logistics

Results
The VivoNation festivals successfully immersed the audience in a vibrant, brand-aligned experience.

• Experiential Launch: The unique venue, built from shipping containers, provided a gritty, urban backdrop that resonated with the target market.
• Engaging Activations: The event featured a wide range of activities, including lip-sync karaoke inside the new Polo Vivo, a drive-in cinema, speed-mingling, and a thrilling autocross track where professional drivers drifted between containers.
• High-Impact Entertainment: A curated lineup of top South African artists like AKA, Sho Madjozi, Sjava, Kwesta, and Black Motion performed on a world-class stage, creating an “electric” atmosphere.

Overwhelming Positive Feedback: The festival was a massive success, with the Polo Vivo launch trending for two solid days. Attendees praised the event as “Coolest event ever,” “Insane venue,” and “World-class festival” in thousands of tweets, demonstrating its profound impact.