east end introduces the new
Volkswagen Passat in Munich

east end communications places the new Passat at the center of attention in Munich. In accordance with the event motto „Kick-Off to Success“, the internationally active agency for brand experiences turned the Munich Volkswagen Center in Landsberger Strasse 240 into a football stadium and created an emotional fan atmosphere for the MAHAG group’s customers.

How do you best win the attention of 250 event guests? During World Cup year, with football, of course. Using a room-in-room concept, east end turned the Munich Volkswagen Center into a football stadium with the fitting fan atmosphere. The football served as an emotional theme for the product introduction and accordingly picked up on the motto „Kick-Off to Success“.

Even the entertainment program was created with football in mind: Freestyle kickers presented ball tricks, and as highlight – next to the Passat presentation – the “double pass on tour” talk circle discusses in front of the audience. Well-known personalities such as Gerhard Poschner, Thorsten Fink, Hasan Salihamidzic and Oliver Pocher were guided through the evening by moderator Joerg Wontorra.

„Our room-in-room concept made creating an artificial stadium atmosphere where football feeling emerged a wonderful success – our customer and guests were very satisfied with our work“, gloats EAST END Founder & Managing Director Oliver Golz.


MAHAG is one of Germany’s largest and most renowned automobile dealerships. The group of companies has been part of the Volkswagen Group since 2010.

Want to know more?

Oliver Golz
Managing Director
T +49 40 899 60 61 33
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