PR Innovation: The Art of Smart Luxury
Volkswagen Canada engaged Strategic Objectives, Canada’s #1 Public Relations Firm, to craft a multifaceted, highly creative campaign to support the debut of the Arteon, in the Canadian market.
After several years of negative press VW Canada was ready to change the conversation and highlight its commitment to innovation and it’s brand new vision of the future. The campaign was rooted in #LifeInSmartLuxury as an expression of the belief that luxury isn’t defined by a price tag or a badge brand, but rather a philosophy and lifestyle inclusive of art, travel, food and fashion. Our inventive program embodied the spirit of #LifeInSmartLuxury and celebrated the Art of the Arteon.
The challenge
Change the Conversation and Change Perceptions
The solution
Creativity and Innovation drove powerful results and ground-breaking success
Our unforgettable program created lasting brand awareness, cementing the automaker in Canadian cultural history:
- Partnered with the new Toronto Museum of Contemporary Art for its grand opening and first exhibition.
- Created a newsworthy outdoor art installation by international artist Scott Froschauer, featuring the VW Arteon and the art of #LifeInSmartLuxury, highlighted during the Museum’s Ribbon-Cutting Ceremony attended by cultural celebrities, Toronto’s mayor, and the Lieutenant Governor of Ontario.
- Collaborated with four influencers from art, fashion, food, and travel—the pillars of #LifeInSmartLuxury—for a compelling social media campaign.
- Produced a digital video series showcasing our ambassadors, their lives in smart luxury, and their connection to the Arteon’s values.
- Hosted an exclusive media preview event to unveil the Arteon outdoor art installation.
- Activated national media, blogger, and influencer relations.
- Created week-long #LifeInSmartLuxury Arteon test drive experiences for bloggers and influencers.
- Showcased the VW art installation at Toronto’s Nuit Blanche, attended by hundreds of thousands.
Results were outstanding, achieving our goals and smashing our measurable objectives. Media coverage was 100% positive. Consumer engagements and the Arteon program solidified Volkswagen Canada as an iconic brand and a vital part of the community and Toronto’s cultural history:
The results
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25M+ Online Impressions
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20M Media Impressions
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4 IABC Gold Quill Awards
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Winner of Silver CRPS ACE Award for Brand Development Campaign of the Year
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Engaged with more than 22,000 consumers at the Arteon outdoor art installation
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Secured 300+ pieces of coverage
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4.2M social media followers reached
Results
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