Introduction
Vibrant and refreshing
In 2018, Volkswagen launched the 'Move forward’ strategy, aiming for innovation in design across SUV and electric vehicles. Part of this strategy was a refreshed brand identity. The New Brand Design (NBD) features vibrant colours and lifestyle imagery.
It was created to appeal to younger demographics while highlighting a more progressive forward-thinking approach for VW. The 2021 Auto Shanghai marked the appearance of the NBD in Shanghai. To accompany this, Volkswagen had their full range of models, including six new cars, and three of them made their off-line launch. A vibrant and refreshing new booth design was needed to facilitate the brand messages.
The Challenge
The new VW story
We wanted to make the target audience feel part of the new VW story, drive consumers’ attention, engage more visitors, inspire people and increase brand awareness. In short, we wanted to help move the business forward.
What we did
‘Live your story, create change’
We created a thematic ‘Live your story, create change’ campaign designed to place the audience into the story.
Carefully crafted experiences demonstrated that the VW vision was for their benefit - and societies. A range of offerings at the booth allowed the audience to put themselves directly into the story alongside Volkswagen.
We created a range of experiences that were visually impressive, interesting to play with and fruitful to explore, all at the same time. The experiences covered all the communication points in both the 'Move forward’ strategy and NBD style.
