CB Exclusive: Volkswagen launches ‘Pump-Up Playlists’ campaign – part of ongoing partnership with the Sydney Swans via DDB Group Sydney

CB Exclusive: DDB Group Sydney has launched Volkswagen ‘Pump-Up Playlists’ as part of Volkswagen’s ongoing partnership with the Sydney Swans.

Through Volkswagen Pump-Up Playlists, Swans fans can now go online and create pump up playlists to help inspire their team to victory. Fans can even dedicate playlists directly to specific Swans players.

VISIT THE CAMPAIGN WEBSITE

In today’s high-intensity AFL environment, it’s vital the players are properly prepared to compete in one of the toughest sports on the planet. To pump themselves up before each match and reach the right mental state, AFL players regularly listen to music while they warm-up.

Volkswagen has tapped into this insight to bring Swans fans closer to their team right when the players need their support most.

Volkswagen has provided the entire Sydney Swans squad and their coach, with headphones and MP3 players so that the players can listen to the fan-generated Volkswagen Pump-Up Playlists wherever they are.

Says Jude Bolton, Sydney Swans midfielder: “Just about the whole squad uses music to pump-up before a game, and we’re always on the hunt for new tracks to get us match-ready.

“I can’t wait to start using the Volkswagen Pump-Up Playlists site and see what our fans think we should be listening to before a game. It’s also going to be fun to see what the rest of the boys choose to put on their pump-up playlist.”

Jutta Friese, general manager of marketing, Volkswagen Group Australia said she is thrilled to be helping fans get even closer to Swans players.

Says Friese: “The warm-up area and locker room have previously been out of bounds to Swans fans but through Volkswagen Pump-Up Playlists, fans can now be in the ears of their favourite Swan as they put the final touches on their pre-game preparations. We’re really excited to be launching a campaign that will excite both players and fans while adding more to both of their experiences.

“We’re also incredibly proud of our partnership with Mango Sydney and the work we’re producing with them. This another great build to our award-winning sponsorship leverage program.”

Players will start using the Volkswagen Pump-Up Playlists that have been generated by their fans from later this month.

The campaign will be supported by media.

Jutta Friese, General Manager of Marketing, Volkswagen Group Australia

MediaCom