Following the success of Dub Drive 2017, the largest gathering of VWs in the world outside of Germany, we worked with VW Middle East to promote their Dub Drive event for a second year in a row, bringing together over 800 people from across the GCC region for the largest ever regional gathering of Volkswagen fans and enthusiasts.
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, photography and account team were on site to capture the arrival of 268 car owners from Bahrain, Saudi Arabia, Oman, Kuwait, Lebanon and the United Arab Emirates 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 the large convoy take over the streets of Dubai so that content could also be woven into the final video, as well as a photographer to capture key shots during the convoy and on the iconic Dubai Autodrome circuit. Lastly, we also captured track laps on the 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, 20+ broadcast outlets with a total circulation of 3,071,103 have covered the event off the back of our media relations, a mix of English and Arabic, including Auto Sport Middle East, The National multimedia, Karage TV, Motoring Middle East, Top Gear Middle East and Wheelz amongst others.
Please watch the video content here: