Background

• Situation The ID-Launch is the biggest Brand Campaign in the history of Volkswagen, it is also the time to raise awareness for the Innovation Perception of VW. Amid the pandemic, we have to reach the mass audience, so we have created this AR-Experience for everyone. • Brief: Create an innovate Brand Campaign and immersive Experience for China. • Objectives Showcase the ID.Products for the people of china. Raise the innovation perception of VW with the ID.Brand.

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 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. We Created a digital Augmented Reality experience to unveil the climax of the campaign. And let our consumers could experience the concept car advance.

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.

List the results

• Reach Over 14 million impact • Engagement 700K Views of the experience film • Sales No Sale KPI defined. Purely Brand Driven. • Achievement against business targets ID.Hub Registrations.