大众汽车 MIRROR GARDEN x RAINBOW 节日活动

2019年06月01日-2019年06月02日

韩国  Jara岛

6 月1日-2日，由SMS GROUP韩国团队策划的大众汽车节日体验品牌活动，携手Rainbow音乐露营帐篷节，在韩国Jara岛为嘉宾带来一场振奋人心的夏日狂欢。大众汽车“Mirror Garden”和为期两天的系列活动共吸引逾15,000名嘉宾，使之成为韩国规模最大的音乐露营帐篷节。

On June 1-2, SMS GROUP’s Seoul office unveiled the Volkswagen Festival Experience and its collaboration with the Rainbow Music & Camping Festival on Jara Island to the public. The ‘Volkswagen Mirror Garden’ and the two-day events attracted over 15,000 visitors, making it the largest music & camping festival in Korea.

SMS GROUP独家策划并组织了这次大众汽车与Rainbow音乐露营帐篷节强强联手的品牌合作，旨在为其客户群创造有意义的体验。此次品牌合作活动帮助大众汽车与现有客户建立了积极紧密的关系，并将大众汽车的品牌价值以一种意想不到的方式传递给潜在客户。

SMS GROUP planned and organized this brand exercise and collaboration of Volkswagen and Rainbow Music & Camping Festival activating brand synergies resulting in meaningful experiences for customers. The event helped Volkswagen to expand positive relationships with existing customers and engage with potential customers by delivering Volkswagen brand values in an unexpected way.

SMS GROUP为大众汽车在为期两天的Rainbow音乐露营帐篷节上打造了一个精彩纷呈的大众汽车“Mirror Garden”，邀请现场嘉宾与其亲友们一同体验和分享，共同度过一段美好时光。在大众汽车“Mirror Garden”里，大众汽车的品牌元素随处可见，比如Arteon镜面展厅、跳蚤市场、趣味摆拍照相馆、打击乐器小课堂等各种互动体验娱乐活动供现场嘉宾去探索。

SMS GROUP created a the ‘Volkswagen Mirror Garden’ for the Rainbow Music & Camping Festival prompting visitors to celebrate and enjoy memorable moments with families and friends. Within the ‘Mirror Garden’, various experiential interactions such as the central Mirror Pavilion, a flea market, a fun photo opportunity and various performances and artworks were presented to engage with Volkswagen brand elements all around.

让我们一起让回顾一下有哪些精彩瞬间吧!

Let's review some of the highlights!

镜面展厅 Mirror Pavilion

穿过迎宾大门，嘉宾们首先映入眼帘的是镜面展厅。镜面展厅陈列了两辆Arteon作展示，在镜面反射的光学效果作用下，与周围环境交融为一体，外墙巨型LED显示屏播放车型宣传片与现场剪影。

Walking through the Welcome Gate, guests first saw the Mirror Pavilion. Two Arteon were displayed below the reflective canopy, integrating artistically with the surrounding environment. The giant LED screen on the outer wall played the TVC and the selected videos on site.

主舞台 Main Stage

主舞台是精彩表演的演出场地，本届音乐节还邀请到韩国知名超级巨星，如Samuel Seo和ADOY乐队。一辆崭新的黄色Arteon展示在主舞台旁边的显要位置。

The main stage was the please for impressive headline performances and many nationally renowned headliners such as Korean superstars Samuel Seo and ADOY. An Arteon display right next to the stage gave Volkswagen a prominent presence.

互动体验项目 EXPERIENTIAL INTERACTIONS

(1) 跳蚤市场 VW Flea Market

大众汽车不仅与Rolling Donut合作，后者是韩国最知名的的跳蚤市场，还邀请了一些与大众汽车有活动合作来往的创业者。

Volkswagen not only collaborated with Rolling Donut, the most famous flea market in Korea, but also invited some "new beginners" - freshly baked entrepreneurs - who had collaborated with Volkswagen in previous events.

(2) 冰库 VW Ice Station

大众汽车冰库是音乐节最冷的区域，嘉宾可通过参加其他互动活动凭票领取冷冻瓶装水及其他饮料以在炎热的节日体验中保持清爽和凉爽。

The VW Ice Station was the coolest area in the festival. Literally: The guests would receive cold water and other beverage to refresh and stay cool during the heated festival experience.

(3) 露宿帐篷 Camping

贴合音乐露营节的活动主题，大众汽车为嘉宾们提供了露营帐篷。为VIP贵宾们配套了升级版帐篷及特别的贵宾套装，供应啤酒、芝士等。

In line with the activity theme as a music and camping festival, Volkswagen provided some guests the camping tent. For VIPs, there were upgraded tent with special VIP KIT such as beer, cheese etc.

(4) 趣味摆拍照相馆 Photo Corner & Print Area

当嘉宾用指定标签在Instagram上分享自己的照片，就能现场打印照片做纪念。

Guests could print out photos when they had posted a photo with a hashtag on their personal Instagram accounts.

(5) 面部彩绘 Face Painting

嘉宾们喜欢在节日期间进行面部彩绘。有很多图案供选择，比如大众汽车的logo标识或自然图形等。

Guests loved to do face painting during the festival. There were a wide range of pattern options such as Volkswagen logo or nature motives to choose from.

(6) 打击乐器小课堂 Music Workshop

嘉宾可以在打击乐器小课堂与打击乐团队一同参与演奏。当主舞台上没有音乐时，这片区域就变成了一个意趣盎然的活动热点。

Guests could participate in a percussion group to play music during the Music Workshops. When there was no music on the main stage, this area became a lively hotspot on the festival grounds.

(7) 现场钢琴弹奏 Live Piano

这架钢琴起源于2018年的Rainbow音乐节。每一位想要展示自己天赋的嘉宾都可以自由地弹奏一曲。

This piano originated in 2018’s Rainbow Festival. Everyone who was willing to show their talent was able to play.

SMS GROUP将继续与韩国大众汽车紧密合作，计划在韩国境内开展更多精彩纷呈的互动体验和品牌形象塑造活动。这已经是连续第二年牵手Rainbow音乐露营帐篷节举办大众音乐节体验活动，此次为期两天的Rainbow音乐露营帐篷节现场嘉宾总人数达15,116，大众汽车“Mirror Garden”的参与者总人数达10,736，线上社媒体曝光达13,450次，取得了显著而喜人的宣传效果。

Continuing its cooperation with Volkswagen Korea, SMS GROUP is planning various unexpected activations and brand shaping activities for the German carmaker nationwide. Running the Volkswagen Festival Experience at Rainbow Music & Camping Festival in the second consecutive year, the total visitor number of both days reached 15,116 in 2019 and social engagement summed up to 13,450, creating a remarkable brand impact.

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图文来自网络及品牌公开信息，出处见网络

部分信息来自：https://mp.weixin.qq.com/s/W4cL4CgEZlz_9OiUYafGIg