Project Description

VW UP! LAUNCH

CHALLENGE

Support Volkswagen’s first city car launch campaign. Trigger on line and off line buzz around Up!. Drive people to main retailers in Milan area during the launch week end.

IDEA

Up! is the hi-tech small car whose user-generated maps let you “browse the city”. We conveyed this message by installing free wi-fi hot spots where people can discover the closest points of interest and the routes to the retailers. Here visitors can download Up! City Browser, an augmented reality iPhone app.