VW Transforms Spanish Resort into Up! Town
As Volkswagen prepared to unleash its new subcompact, the Up!, on Europe, the automaker wanted to get the buzz started. One key, of course, would be training all of its European sales personnel—a task VW set out to accomplish within a five-week period.
So VW created a one-of-a-kind setting that would emphasize the car’s spirit and its brand personality—small, harmonious, technologically state-of-the-art and created with a love of detail. To do it, VW spent five weeks transforming a quiet resort in Southern Spain into Up! Town. Houses, showrooms, workshops, restaurants, bars and the car dealership were all a reflection of what the sales staff needed to understand.
VW immersed 7,500 dealers in all things Up! through 16 workshops, with 320 guests per day. An objective for the seminars was to communicate not only facts about the car and its specs, but also the emotions it was meant to evoke.
During the day, the townspeople experienced an idyllic town, with lots of charm, fun and humor. At night, the cool of the Up! got in on the action with music, dancing and djs.