Overview
Volkswagen Canada partnered with Prospekt to create an immersive, on-brand driving experience during Calgary’s iconic summer festival season. Designed to showcase the performance, versatility, and spirit of Volkswagen vehicles, the activation turned local culture into a high-impact test drive. The goal was to move beyond static displays and create a dynamic, memorable brand moment that resonated with festival-goers on an emotional level. By blending experiential marketing with strategic storytelling, Volkswagen Canada was able to connect with new audiences, reinforce brand loyalty, and generate tangible interest in its latest lineup—all within an authentic and culturally relevant setting.
The Challenge
Volkswagen Canada faced the challenge of standing out in a crowded festival environment where traditional static displays often go unnoticed. The brand wanted to break away from the typical car booth setup and instead create a dynamic, memory-making experience that would resonate with younger, urban drivers. The objective was not just to showcase vehicle features but to build an emotional connection with a new generation of drivers who value lifestyle alignment as much as performance. Volkswagen Canada needed to shift brand perception from purely reliable and practical to adventurous, playful, and culturally in tune with Calgary’s vibrant summer scene. This required an approach that fused experiential creativity with strategic brand storytelling to leave a lasting impression.
Key Challenges
Festival environments are crowded with competing brand noise
Few attendees intend to “car shop” during cultural events
Need to attract both test drivers and social engagement
Brand needed to feel fun without sacrificing German engineering identity
Audience skewed younger than typical dealership buyer profiles
Our Approach
We built a full-sensory driving experience around lifestyle, terrain, and play—bringing Volkswagen’s personality to life through an off-site, urban test course inspired by Alberta’s diverse landscapes and Calgary’s summer festival energy.
01
"Only Here" Driving Course
Created a micro-driving loop simulating Alberta’s mixed terrains using soft gravel, smooth asphalt, and light inclines
02
Festival Crossover Strategy
Timed activations alongside a local music and food festival to integrate into culture, not compete with it
03
Vehicle Personality Pairing
Matched festivalgoers with VW models based on lifestyle quiz results—e.g. Tiguan for trail seekers, Golf GTI for city roamers
04
Branded Content Stations
Installed photo and video content zones with branded props and scenic backdrops for shareable driving moments
05
Onsite Pre-Booking and Referral
Integrated QR code bookings and referral incentives to local dealerships post-event, tied to the vehicles test driven
The Solution
We delivered a full experiential ecosystem for Volkswagen Canada in Calgary, blending test-drive mechanics with cultural relevance. Every touchpoint was designed to entertain, connect, and convert casual drivers into potential loyalists all while amplifying brand affinity in Alberta.
Pop Up Course
A branded, curated micro-experience recreating the feeling of Alberta roads, right in Calgary’s downtown core
Festival Integration
Activation positioned within a Calgary music and food event to intersect naturally with millennial and Gen Z audiences
Lifestyle Pairing System
Visitors completed a “What Drives You?” quiz to get matched with a VW vehicle that fit their vibe
Photo + UGC Content Strategy
Branded content stations fueled social sharing, increasing organic impressions and audience engagement post-activation
The Results
5300+
Unique Driving Experiences
Thousands of festivalgoers completed the curated course, with nearly half opting into further brand engagement
+212%
Lift in Test Drive Bookings
Event-specific referrals and post-drive incentives led to a significant spike in local dealership traffic
3.2M
Organic Social Impressions
User-generated content and social sharing campaigns drove brand visibility across TikTok, Instagram, and local media
22%
Higher Average Order Value
After the campaign, search activity for key vehicle models like the Tiguan and Atlas rose significantly in the Alberta market
