WHAT MATTERED
THE CHALLENGE WASN'T LAUNCHING A MUSIC PLATFORM.
IT WAS EARNING A PLACE IN MUSIC.
Argentina
CAPABILITIES
Cultural Strategy / Brand Platform Localisation / Integrated Communications / Content Strategy / Social / Experiential /
-------WHAT WAS GOING ON
Volkswagen needed to bring its global music strategy to life in Argentina, connecting with younger audiences across live events, social media and digital channels.
-------------WHAT WE SAW
Rather than creating a new association with music, we found one already embedded in Volkswagen's history.
From Woodstock to generations of road trips, the Kombi had become an icon associated with music, freedom, community and adventure.
---------WHAT WE CHANGED
The Kombi became the bridge between Volkswagen's heritage and a new generation of musicians.
It became the organising idea behind Volkswagen Garage Sound — connecting social, digital, street activations and live events throughout the year.
-----------WHAT HAPPENED
Volkswagen Garage Sound became more than a series of sponsored concerts.
It gave Volkswagen a credible place in music culture, supporting five editions across Argentina and reaching audiences far beyond the live events through digital streaming.