Volkswagen Digital Experience 2019

Volkswagen
Digital Experience
•
2019

Volkswagen Digital Experience 2019 Road-show with a large-scale presentation of the Volkswagen SUV-line and a virtual test drive

Learn more

Brief

• Develop the concept of the Volkswagen Digital Experience project for the 2019 season for the presentation of the Volkswagen SUV line of cars (Tiguan / Teramont / Touareg) in the format of integration into large summer festivals, as well as separate independent Volkswagen Digital Experience zones in large shopping malls in Russia
• Attract target traffic and increase the number of test drives in dealerships
• Represent Volkswagen's global partnership with EURO 2020

Challenge

• Build all the activity and communication with guests on the basis of gamification and greater emotionalization of the brand - as one of the tools for bringing the brand and its audience closer, increasing customer loyalty
• Strengthen the identity of the brand with high technology and digital expertise in the minds of target audience
• Create a digital space that will work on the venues of large festivals, with the possibility of transformation in pop-up format for the use at large shopping malls

Solution

For six months, residents of 12 cities and visitors to the major summer festivals in Russia were guests of the Volkswagen Digital Experience innovative space, which combined two realities: physical and virtual.

The VDE space was filled with innovative solutions based on AR and VR technologies, showing cars in details and in playful format.

Unique VR capsules allowed everyone to test the cars and take three-minute virtual trips on Volkswagen SUVs. The VR content in capsules was synchronized with the movement of dynamic platforms, which gave the user an incredible integrity of perception and sensations from the virtual driving - this solution was a technological breakthrough in the event industry.

We also developed a convenient guest registration and logistics ecosystem. All activities were tied to a QR code and were immediately reflected in the system.

To emphasize Volkswagen’s collaboration with EURO 2020, a bullet time photozone was installed, which made it possible to instantly receive a photo and publish it on social networks.

The Volkswagen Digital Experience space mobility made it possible to transfer it to the pop-up format of the venue in the shopping malls.

Figures

Terms

6 months

Coverage

12 cities,
11 festivals, 4 shopping centers.

New contacts

18 324

VR test drive

10 030

Test drive entries

1044

Hashtag posts

2093

Likes

246 625

The agency proposed bold digital ideas that were implemented under extremely tight deadlines and limited budgets. We are proud that our unique VR activation became a technological breakthrough in the event industry. The project turned out to be so successful that it was awarded two prizes as part of the BEMA Awards, such as "B2C: Best Road Show" and "Best Digital Activation".

Yuri Samoilenko
Marketing Director
Volkswagen Cars

Next project Back to top