Project Fox
One of the most impressive and original marketing campaigns I came across in 2005. Volkswagen launched it new FOX model with a very unique event combining creativity, real-life event and viral potential. Click the link and see the results.
Links: Project Fox.
Comments
Great marketing indeed. I love the idea of brands providing a context for young artist to express themselves. This is a concept with mutual benefits. The brand has a campaign with lot's of positive PR, the artists have a platform for expressing themselves, the hotel gets completely redecorated, which makes it a unique hotel.
the cool thing is: Volkwagen doesn't force the artists into creating something nice for Fox. They just say: these are the rules: you have one room in a hotel you can redecorate completely. The best design wins.
I also love the smart link between the concept and the brand message: the brand message is ”Make room, create space, put ideas into motion”, which is exactly the rationale behind the project as well.