To launch the new Volkswagen Polo, our challenge was to engage a Gen Y audience in the ever cluttered car market.
PLAY developed a social media inspired street activation, and take the game of Marco/Polo to a new level.
Cue Marco, the hippest cat in town. Marco was in the know, and was always at the hottest gigs. Through Facebook, Marco would offer tickets to gigs and experiences to the VW fanbase, signing off his posts as 'Marco'. The first person to reply 'Polo' would win the tickets and backstage passes - and they'd be driven in a Polo by brand ambassadors who would educate them about the Polo's features!