Results and Effectiveness

The site has just been launched in late July, the same week as this submission deadline. Therefore, no results have yet been collected.

Creative Execution

Through the insight that the Phaeton and the Transparent Factory truly reflect the history and culture of its location, a unique story was created. Then the objective became, how can the experience become more involving, more meaningful and more interesting. By using a motion-control camera, we made an interactive website taking users through a seamless journey between the history, traditions and culture of Dresden, Germany, and VW's amazing Transparent Factory, where the VW Phaeton is built. The experience allows the user to travel back and forth between the elaborate scenes at a pace of their choice, gaining a deeper appreciation for how the Factory and way of making the Phaeton reflects the culture of Dresden. Additionally, users are able to stop at any one of 27 hotspots to delve into more detail about a given feature or point in history.

Insights, Strategy and the Idea

The Phaeton, Volkswagen's most luxurious and premium car, is built within a magnificent facility in Dresden, Germany, called the Transparent Factory. This online website and experience seeks to provide insight into what makes the Phaeton so special, and how it reflects the unique history and craftsmanship of this region of Germany. The underlying objective is to build up the product image of the Phaeton, as it is a very expensive car from a brand (VW) that is less premium than many of the Phaeton's competitors: BMW, Lexus, Mercedes Benz.