Challenge: Volkswagen’s team in the Middle East were working with their fan clubs across the region to produce the first ever Dub Drive gathering of owners and cars, taking place at Dubai Autodrome. With ambitions to grow the event and open it to the public in future years, we were brought on board to create engaging and dynamic video content to drive buzz around this first, invite only, event.
Solution: markettiers’ video production and account team were on site to capture the arrival of the 150 cars and 300 owners as they arrived at the event, liaising with Volkswagen’s PR team to ensure interviews with key VW spokespeople and attending guests were captured. We also worked alongside a secondary production team with responsibility for filming a convoy around Dubai’s city centre so that content could also be woven into the final video. Lastly, we captured track laps with the new Golf GTI 7 on the iconic Dubai Autodrome circuit, with our camera crew in the back of another car, with the boot open, to capture additional dynamic shots. Editing on site and subsequently in our off site edit suites, on a quick turnaround basis, English and Arabic-subtitled versions of the video news release, and English B-Roll, were delivered to the client for approval in the early hours of the morning so that the sell-in could begin as efficiently as possible the following day.
Results: To date, 24 websites have covered the event off the back of our media relations, a mix of English and Arabic, including MSN Arabia, Top Performance Mag, Karage TV, BQ Magazine, Gulf Events and Read ME.