VOLKSWAGEN GROUP CHINA MEDIA NIGHT 2012

TitleVOLKSWAGEN GROUP CHINA MEDIA NIGHT 2012
ClientVOLKSWAGEN GROUP CHINA
Product / ServiceMULTIPLE VW PRODUCTS
CategoryA05. Best Use or Integration of Experiential Events
EntrantDVP CHINA EVENTMARKETING Shanghai, CHINA
Entrant Company DVP CHINA EVENTMARKETING Shanghai, CHINA
Contributing Company DVP CHINA EVENTMARKETING Shanghai, CHINA

The Campaign

In China branded content is more and more created for the purpose of a show elements, for example during auto shows, product/brand launches. Content is broadcasted over a variety of digital channels such as Weibo, Youku, Tudou etc. and in the form of video and interactive content at brand events. From our own experience, the creation of branded content is getting more desired by clients who want to launch a product/brand in China.

Results

During a one-night extravaganza the diverse VW Group brands were presented to the Chinese media, investors and group management on the eve of the Guangzhou Auto Show 2012. A brand lounge welcomed guests and a theater was erected showcasing almost all the brands on the VW China Group. Also, Ducati was introduced for the first time as the newest member of the VW group. The objective of the night was: 1. Warm welcome in a foyer that is in style with the theme for this media night and breaths the Volkswagen Group China image. 2. In a theatre style setting, guests will experience the Group, its values, its visions and its brands. The night started with an emotional group film that tells the story of the group. During the whole show the values innovative, responsible and performance were transmitted. When a brand identity was presented, their car drove on stage in a unique choreography and the video content was shown on the LED floor, LED pillars, the LED backdrop and the music had a unique character. Each brand featured for about a minute, creating a great platform for each brand to communicate its own focus points, without having to do that in a speech. As a theme the pay-offs and tag lines of each brand were used. In the midst of all the cars driving all musicians formed into a special Volkswagen Group Orchestra. A singer joined them to bring more emotion to this last showcase. All performers joined in to emphasize the dynamics. On the video floor and the LED pillars and backdrop, mostly graphical content completed this spectacular performance.

An impressive show-set took the visitors on a multi-media experience of Volkswagen Group. The show started with nothing but a projection screen that hid the complete set. After an opening video and a speech with live images on the projection screen, the room went completely dark. The projection screen was rolled up. A dancer entered and jumped to bring the 700 m2 LED-floor to live, together with 6 LED-pillars and 1 very large LED-screen. From there on we dynamically presented the Volkswagen group with an impressive show. Seated on a high grandstand, the audience was completely immerged in the show.

A total of 400 journalists attended the Volkswagen Group Media Night event, showing the great strength of the brand and the success of the event. About 5.146 clippings represented all the brands, of which the Volkswagen brand ranked no. 1 with 3.198 clippings and 40% share of voice in China after the Guangzhou Autoshow where the Group Media Night took place. Items Clippings (unit) Volkswagen (Media Night + VW Brand conference) 3198 SEAT 630 Bentley 489 Porsche 279 Bugatti 263 Lamborghini 234 Skoda 198 Audi 196 Total 5146 *Please see Appendix 1 for the media clips.

Credits

Name Company Position
Andrea Barcaro Dvp China Creative Producer
Liu Si Dvp China Project Manager
Bauke Lodewijk Dvp China Overall Project Lead
Fransiska Weckesser Dvp China Vice General Manager/Account Director
Tiphaine Lebreton Dvp China Project Director
Martin Van Der Werff Dvp China Creative Director
Rob De Vries Dvp China Ceo/Head Of Creation
Remi Oerlemans Dvp China Creative Director
Paul Grootings Dvp China Managing Director