Results and Effectiveness

As the goal of the activity was to provide a memorable experience to the attendees, VW was happily surprised to find out the more than half of the participants Weibo-ed about the event, or placed their own videos of the event on social network pages. In addition 95% of attendees who filled out questionnaires said it was among the most interesting auto events they'd ever attended; a good reflection on VW and the brand's innovative spirit.

Creative Execution

Each appliance within the café presented an engaging AR animation featuring the Golf and the number of kilometres the electric car could drive by using specific amounts of each appliance's electricity. Attendees could download the app into their own iPhone, or use one of the available iPads and iPhones so everyone could fully experience the learning through animation.

Insights, Strategy and the Idea

As a way of introducing their Think Blue sustainability platform, Volkswagen brought a fleet of electric Golfs to Hong Kong for a event which would give those interested an opportunity to explore the new technology. The target were saavy folk who were interested in green automotive technology; some with a previous relationship with VW, some without. Considering how captivated this group might be, VW felt it to be a good opportunity to create a memorable experience at the event. So while waiting in the 'Electric Café' for their turn behind the wheel, attendees enjoyed coffee, pastries and something unexpected: an iPhone and iPad AR experience that explained just how energy efficient the cars actually are.