Volkswagen are major partners of the Sydney Swans, one of the Australian Football League’s (AFL) biggest teams. With a modest budget, they wanted to relevantly improve the fans’ game-day experience, the same way their tech improves the driving experience. The result was a bespoke media channel that let fans touch, feel and physically interact with the vehicle tech in an unexpected yet hyper-relevant way.

We took the thinking behind Volkswagen’s Easy Open Tailgate technology and applied it to the stadium seating. Creating Volkswagen Easy Open Seats. Now, with a swipe of the foot under a sensor under the seat, footy fans can open their seats when their hands are full. Easy as that.

Working with the Sydney Swans, we created and installed a bank of bespoke Easy Open Seats inside the SCG, where fans could physically interact with the technology firsthand, throughout the 2017 season.

The experience wasn’t limited to fans in the stadium. Content films and consumer competitions extended the idea across digital, social and broadcast channels, demonstrating Volkswagen’s innovative technology to consumers throughout Australia and beyond.

We also encouraged consumers to participate and submit their own ideas on how they would enhance the AFL experience using Volkswagen tech - and rewarding the best entries with money-can’t-buy experiences throughout the year.