Vok Dams China produced a five-day brand experience for the launch of the new Volkswagen brand design and introduced the new milestone in the future of the Volkswagen brand in China.
The agency for events and live-marketing were responsible for the conception and implementation of the multi-day event in Guangzhou on around 5,000 sqm and thus picked up four target groups almost simultaneously: in addition to the public days and the media days, partners and internal employees had the opportunity to experience the future of Volkswagen as part of the multi-perspective event.
In addition to the new brand design, highlights included the presentation of the Volkswagen brand’s new sustainability initiative and the unveiling of the Volkswagen ID. series, including the ID.3 and the presentation of the ID. Crozz, ID. Roomzz, ID. Vizzion and ID. Buggy.
To present the new brand design, the 360-degree brand experience in the approximately 20-meter-high dome of the location on the Canton River was used to bring the future vision of Volkswagen to life: The created world represented a sustainable living environment of the near future, in which all activities generate electricity or are supplied with electricity. During the partner and media days, the futuristic environment was used for workshops. The all-encompassing brand experience allowed visitors to immerse themselves in the world of Volkswagen and experience its extensive innovations.
Multi-day brand experience for the new Volkswagen in China (photo: Vok Dams)