Launches: Polo Skylab, South Africa
The first in an occasional series on the market launches of the Polo sees us dock in South Africa for the high-tech introduction of the fifth-generation model
When it comes to individual market launches of the fifth-generation Polo, Volkswagen has not so much pushed the marketing boat, but chartered a cruise liner and wined and dined all sorts of industry representatives. In Germany for example, there was a ‘Polo Kongress’ spread over numerous days, while Volkswagen South Africa recently staged a ‘Polo Skylab’ launch event for its retailers and management.
The concept for the new Polo launch there was ‘out of this world’, the company stating that the newcomer’s ‘cutting edge innovation delivers on its promise of being ahead of its time’ and ‘a benchmark in its class.’ That explains the ‘Expect Big Things’ marketing campaign, which some onlookers have described as misguided, because the car has been on sale there for a number of years now.
But, when it came to launching the car on the unsuspecting South African market, the local arm of the German giant thought very big. Taking its cue from space, the Polo Skylab showcased not only the new model’s technological advancements but also the best in cutting edge digital technology. Featuring interactive iBars with touch-sensitive surfaces and 3D Polo visual projections and uTouch screens to navigate through the new Polo’s specifications and brochure, a multimedia experience was guaranteed for all guests.
But that wasn’t all. In addition, augmented reality kiosks used live video to make both 3D components and versions of the new Polo appear from brochures and drive across the pages, while booths housed yet more swirling 3D holograms. The 2010 Polo Skylab launch event was the single largest showcasing of holographic and 3D technology showcased in one South African venue and housed two thirds of such available tech in the world. And there could only be one guest suitable for such a space-inspired theme: Commander Neil Armstrong, the first man to walk on the moon.
[Source: Volkswagen Marketing Communications, South Africa]
