Imagination Appointed As Volkswagen Experiential Agency

Imagination Appointed As Volkswagen Experiential Agency

Imagination has won the event and experiential account for Volkswagen Group Australia (VGA) in a competitive pitch.

B&T Magazine
Posted by B&T Magazine

Pitching against incumbent agencies, Imagination secured the press and PR launch event program, product launches, drive programs, dealer and fleet programs, training days and Dealer of the Year events, for Volkswagen Passenger, Commercial and Skoda.

Imagination’s work for VGA is already underway, following successful The Spirit of Amarok 4WD challenge in Victoria in May. It comes as MediaCom farewelled its relationship with Volkswagen, with PHD winning the media account.

Kurt McGuiness from Volkswagen Australia said the new creative partnership was an essential part of VGA’s operations and he is excited to be working with a diverse, integrated creative shop.

“Imagination’s enthusiasm for the project really shone through during the pitch process, the ideas they presented to us were of extremely high calibre,” he said.

“We look forward to working with Imagination to bring VGA’s amazing vehicles to more Australians in vibrant and engaging ways,”

Antony Gowthorp, MD of Imagination added, “The Amarok event gave us a great taste of what it’s like working with such an iconic brand and we’re very excited to be moving forward with them.

“Volkswagen is a global automotive power house with an iconic creative legacy. We’re looking forward exploring new possibilities for VGA across multiple channels and helping them further consolidate their outstanding brand presence in the Australian market.”

The Spirit of Amarok event is a professionally designed, all-terrain, all-skills amateur 4×4 championship. Forming part of a global competition, three winners from Australia have received an all-expenses-paid trip to South Africa to compete against the best in the world in the Spirit of Amarok International Finals.

The win will also see Imagination lead the launch of the Golf GTI 40 years – a special model released to celebrate 40 years of the original and most iconic hot hatch.