---
title: "Vivonation Festival — Case Study | Mushroom Productions"
url: https://mushroom.co.za/case-studies/vivonation-festival
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
---

Image: VivoNation festival at The Container Yard, Johannesburg, built from shipping containers (https://mushroom.co.za/__l5e/assets-v1/680de0e8-cda7-42eb-96c8-5817036ef280/Vivo-1024x684.webp)

Festival · Brand Launch · 2018 & 2019

# Vivonation Festival

← Back To The Archive: https://mushroom.co.za/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: https://mushroom.co.za/__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: https://mushroom.co.za/__l5e/assets-v1/c5ef217c-5cbf-4f5b-8163-3ded7360a74f/VivoLaunch-1024x768.webp
Autocross drift demonstration weaving between shipping containers at VivoNation in Johannesburg: https://mushroom.co.za/__l5e/assets-v1/898f18c2-3fbe-40cf-afc6-e06fa121161d/VivonationPicture16-1024x620.webp

● More Work

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Image: Global Citizen Mandela 100 concert at FNB Stadium produced by Mushroom Productions (https://mushroom.co.za/__l5e/assets-v1/72a7d4e7-94d2-4dca-99f6-9f280d87b963/Mandela-100-Global-Citizen.webp)

● Your Project Next

## Ready To Create Something Legendary?

Tell us what you want to build and we'll bring the team, the engineering and the production standards to make it run.

Start A Project →: https://mushroom.co.za/contact

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