Why is this work relevant for Entertainment?

We created and released an exclusive ID.Anthem Song by a Chinese Artist Taiyi. This Song is meant to sustain and connect with the Target Group even after the campaign with this Song in their playlist. We published it on Chinese Streaming Platforms and owned media platform the ID.Hub. This Song was also executed as an AR Concert to celebrate the Release. We gave people the chance to create their remixes on Social Media.

Background

• Situation: In 2020, VW launched their new Electric Models the ID.Family in China, which is the most important and also most competitive Market in the world. We build up a meaningful relationship with the younger Target Audience and their Lifestyle and in their every Day life. • Brief: Create an innovate Brand Campaign and Experience for China. • Objectives: Increase the Brand Awareness for VW and ID.Brand whenever they hear the song. Change the Perception of VW towards being more innovative and younger.

Describe the creative idea

We created a unique anthem Song from the scratch. The idea and also the title of our Anthem is the Brand-Message “It starts with me”. The Song is a truly Cooperation between the agency and the Artist Taiyi: from the meaningful lyrics to the beats. Everything in this song is a collaboration.

Describe the strategy

The ID.Models are the “Game Changer” in the Car Industry. Being the biggest Car Brand in China and known for its reliable German-Engineering Technology, VW is able to create a change from Gasoline to Electric Engine.

Describe the execution

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. • Implementation: Owned Chinese Social Media Channels, ID.HUB the VW-Website. • Timeline: Start Date: 2020/09/07 End Date: 2020/09/22 • 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.

Describe the outcome

• Reach & Impact Over 127 million impact • Engagement Over 9 million engagements