Thousands of attendees, dozens of nationalities, entrepreneurship and technology hand in hand, and the Parque das Nações as a representation of a Lisbon that projects itself into the global future. This is the framework chosen by Volkswagen to generate buzz and notoriety for its then brand-new T-Roc.
The briefing pointed to an action capable of avoiding legal constraints. Prestígio created a revolutionary action, activated in Lisbon and digitally, offering fun rides throughout the city. The recipients: all who sought to enjoy and get to know the city after each Summit day.
The agency’s team of drivers performed perfectly their public relations functions, activating predefined personas and a dedicated script.
As the main protagonists of these rides, the T-Roc models brought the Volkswagen signature to the discovery of the nocturnal and social Lisbon.