The Brief

Volkswagen has plans to introduce electric cars to Hong Kong. To pave the way, electric Golfs were brought in so people could experience one first hand. The objective was to make the event a fun, memorable, engaging experience which could help instruct attendees about the value of electric vehicles such as the VW Golf. An underlying secondary objective was to reinforce the innovative essence of the Volkswagen brand.

Describe how the promotion developed from concept to implementation

While waiting to get behind the wheel, along with coffee and pastries, they were offered something unexpected: 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 memorable AR animation.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 three quarters of the participants Weibo-ed about the event, or placed their own videos of the event on social network pages.

Explain why the method of promotion was most relevant to the product or service

Of course, the idea and execution showed and told attendees in very practical, everyday terms how far the cars could be driven with even the smallest amounts of electricity. It was also especially relevant to the VW brand, as the promotional event supported the company's image of a being a fun, innovative manufacturer.