2021 Shanghai Autoshow marked the first appearance of the new Volkswagen brand identity in Shanghai. To accompany this Volkswagen had their full range of models, including six new cars and a world premiere launch. A vibrant and refreshing new booth design facilitated the brand messages.
To make our target market feel like they are a part of the Volkswagen story, we created a thematic "Live your story, create change." designed to place our target into the story. Following the theme, we created a range of experiences being attractive to the eyes, interesting to play with, but fruitful to explore at the same time. The experiences covered all the communication points in the brand's business strategy and new identity.
Several "first-ever" has been achieved during the 10-day Autoshow,
•A dedicated story for each hero model at the press conference car launch
•The first-ever naked eye 3D content show at an Autoshow booth
•A 10-min storytelling show tailor-made for the brand message
•Immersive motion content flowing across 22 LED screens, with a total area of 723m2
•A custom collaborated milk tea series inspired by the all-electronic ID. Models, that couldn’t be bought anywhere else.
•A reward mechanism inspired by the electric car module, the “Charging Challenge”
•Workshop and interactive activations that enable visitors to understand the brand in both a fun way and informative way.
Compared with BJAS 2020 and past years we delivered HUGE results for VW! We've reached 27.7K unique mini programme users with over 9000 sharings on WeChat, a dramatic increase at the total in-booth vehicle sales, and positive feedback from the visitors showing a deep understanding of the brand and its technologies.