Issue: Mango’s brief was to build relationships and brand affinity with the Chinese community in Australia through Volkswagen’s sponsorship activation of Chinese New Year - including its involvement in the Dragon Boat Races.
Idea: A Volkswagen marquee /display was set up at Darling Harbour, Sydney to engage the crowd attending the Dragon Boat Races. Entertainment included face painters to generate excitement and increase crowd engagement as well as staff on hand to discuss the Volkswagen models on display.
Impact: The Volkswagen Marquee at Dragon Boat Races was a standout and successful in terms of engagement with the key target audience. There were approximately 2000 visitors to the Marquee estimated per day, with the majority being Asian families celebrating the Lunar New Year, as well as couples and families.
