Describe the creative idea

Amid the pandemic and its restrictions to celebrate any real event, we have created the first-ever AR Concert in China to celebrate the electric ID-Brand Launch with our exclusive ID.Song. The AR Experience was also used to demonstrate and showcase the ID-Models together with our Artist Taiyi, who produced the ID.Song and Dance Choreography.

Describe the execution

• Implementation: Owned Chinese Social Media Channels, ID.HUB the VW-Website. • Placement: ID. Hub (Volkswagen ID. Brand official website) • Scale: Primary for the Chinese Market, but the AR Experience was also accessible from other countries from South East Asia, where they speak Chinese. We created a different experience by using AR technology. Showing ID. Family clearly and vividly in reality. • Brand relevance: Volkswagen is the People Car’s Brand, we used “Music” as a passion point to embrace and motivate the People of China. This AR Concert was just one part of the ID-Campaign to reach the Consumers and to build up an emotional relationship. • Touch points: Social Media, Mobile • Materials, style elements, design choices: Instead of overloading the Scenery with too many elements, the 3D Car, the Singer and the Song are the key elements to create this experience. Due to the Data Limitations, we designed the most immersive experience for the Users, so that they can join this AR Event where ever and whenever they want. • Methods and process We created this ID.Song exclusively with Taiyi – a Chinese Sing and Songwriter. Instead of creating a normal Music Video, we collaborated together with him and the AR-Specialist to create a unique Signature-Dance Choreography which became a meme in the Social Web. After the 3D Shoot with our Artist, we combined his Dance together with the ID-Cars, which we implemented all in CGI, because of the Pandemic Situation. In order to control the Amount of Data, we had to collaborate with the AR-Specialist and Artist to create the perfect Experience given to the Data-Connection. • Timeline Start Date: 2020/09/07 End Date: 2020/09/22