--- title: "Vivonation Festival — Case Study | Mushroom Productions" description: "In 2018 And 2019, Volkswagen South Africa Partnered With One-Eyed Jack To Launch The New Polo Vivo With The Interactive VivoNation Festivals." lang: en json-ld: | [ { "@context": "https://schema.org", "@type": "Organization", "name": "Mushroom Productions", "url": "https://mushroom.co.za", "logo": "https://mushroom.co.za/favicon.ico", "description": "Full-service event production across Africa — concerts, sports, corporate events and brand activations delivered for over 30 years.", "areaServed": "Africa", "foundingDate": "1994", "address": [ { "@type": "PostalAddress", "streetAddress": "172 Bush Telegraph Avenue, Northlands Business Park, Hoogland", "addressLocality": "Randburg", "postalCode": "2169", "addressCountry": "ZA" }, { "@type": "PostalAddress", "streetAddress": "4 Drummond Road, West Beach, Blouberg", "addressLocality": "Cape Town", "postalCode": "7441", "addressCountry": "ZA" } ], "contactPoint": { "@type": "ContactPoint", "email": "info@mushroom.co.za", "contactType": "Sales", "areaServed": "Africa" } }, { "@context": "https://schema.org", "@type": "WebSite", "name": "Mushroom Productions", "url": "https://mushroom.co.za" }, { "@context": "https://schema.org", "@type": "CreativeWork", "name": "Vivonation Festival", "url": "https://mushroom.co.za/case-studies/vivonation-festival", "image": "/__l5e/assets-v1/680de0e8-cda7-42eb-96c8-5817036ef280/Vivo-1024x684.webp", "description": "In 2018 And 2019, Volkswagen South Africa Partnered With One-Eyed Jack To Launch The New Polo Vivo With The Interactive VivoNation Festivals.", "about": "Vivonation Festival", "locationCreated": "The Container Yard, Johannesburg", "dateCreated": "2018 & 2019", "creator": { "@type": "Organization", "name": "Mushroom Productions" }, "client": "Volkswagen South Africa" }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://mushroom.co.za/" }, { "@type": "ListItem", "position": 2, "name": "Case Studies", "item": "https://mushroom.co.za/case-studies" }, { "@type": "ListItem", "position": 3, "name": "Vivonation Festival", "item": "https://mushroom.co.za/case-studies/vivonation-festival" } ] } ] --- [![Mushroom Productions event production company logo](/assets/mushroom-logo-DEnN35jk.png)](/) [Home](/)[About](/about) [Services](/services) [Case Studies](/case-studies)[Venues](/venues)[Blog](/blog) [info@mushroom.co.za](mailto:info@mushroom.co.za)[Get In Touch](/contact) ![VivoNation festival at The Container Yard, Johannesburg, built from shipping containers](/__l5e/assets-v1/680de0e8-cda7-42eb-96c8-5817036ef280/Vivo-1024x684.webp) Festival · Brand Launch · 2018 & 2019 # Vivonation Festival [← Back To The Archive](/case-studies) Event Vivonation Festival Date 2018 & 2019 Venue The Container Yard, Johannesburg Client Volkswagen South Africa ● Section 01 / The Brief ## The VivoNation Festival Brief 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. ● Section 02 / Approach ## VivoNation Production 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 drove the pre-campaign while the physical event was built by rearranging over 100 shipping containers into a unique festival layout. The objective for the second year was to exceed the high expectations set by the first. - 01 Concept development and creative roll-out. - 02 Venue management, décor and catering. - 03 Staffing, guest speakers and entertainment. - 04 Car displays, staging, AV, sound and lighting. - 05 Logistics across two consecutive launch years. ● Section 03 / Outcome ## VivoNation Festival Results - 01 Experiential Launch: The unique venue, built from shipping containers, provided a gritty, urban backdrop that resonated with the target market. - 02 Engaging Activations: 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. - 03 High-Impact Entertainment: A curated lineup of top South African artists — AKA, Sho Madjozi, Sjava, Kwesta, and Black Motion — performed on a world-class stage, creating an electric atmosphere. - 04 Overwhelming Positive Feedback: The Polo Vivo launch trended for two solid days. Attendees praised the event as "coolest event ever," "insane venue," and "world-class festival" in thousands of tweets. ● In Closing Two years of VivoNation proved that a car launch could become a destination festival — built from raw infrastructure, anchored in local culture, and shared across a generation's social feeds. ● Gallery ## Inside The Production. 3 Frames [ ![VivoNation festival main stage built inside The Container Yard with crowd at sunset, Johannesburg](/__l5e/assets-v1/680de0e8-cda7-42eb-96c8-5817036ef280/Vivo-1024x684.webp) ](/__l5e/assets-v1/680de0e8-cda7-42eb-96c8-5817036ef280/Vivo-1024x684.webp)[ ![Volkswagen Polo Vivo on display at the VivoNation launch surrounded by stacked shipping container facades](/__l5e/assets-v1/c5ef217c-5cbf-4f5b-8163-3ded7360a74f/VivoLaunch-1024x768.webp) ](/__l5e/assets-v1/c5ef217c-5cbf-4f5b-8163-3ded7360a74f/VivoLaunch-1024x768.webp)[ ![Autocross drift demonstration weaving between shipping containers at VivoNation in Johannesburg](/__l5e/assets-v1/898f18c2-3fbe-40cf-afc6-e06fa121161d/VivonationPicture16-1024x620.webp) ](/__l5e/assets-v1/898f18c2-3fbe-40cf-afc6-e06fa121161d/VivonationPicture16-1024x620.webp) ● More Work ## Featured Case Studies. 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