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work

Move Forward — Bringing the New Volkswagen Brand Identity to Life

client:
Volkswagen
region:
APAC
  • APAC71
  • Brand Strategy29
  • Campaigns10
  • Concept Design97
  • Digital32
  • Exhibitions & Tradeshows35
  • Mobility51
  • APAC71
  • Brand Strategy29
  • Campaigns10
  • Concept Design97
  • Digital32
  • Exhibitions & Tradeshows35
  • Mobility51

Introduction

Vibrant and refreshing

In 2018, Volkswagen launched the 'Move forward’ strategy, aiming for innovation in design across SUV and electric vehicles. Part of this strategy was a refreshed brand identity. The New Brand Design (NBD) features vibrant colours and lifestyle imagery.

It was created to appeal to younger demographics while highlighting a more progressive forward-thinking approach for VW. The 2021 Auto Shanghai marked the appearance of the NBD in Shanghai. To accompany this, Volkswagen had their full range of models, including six new cars, and three of them made their off-line launch. A vibrant and refreshing new booth design was needed to facilitate the brand messages.

The Challenge

The new VW story

We wanted to make the target audience feel part of the new VW story, drive consumers’ attention, engage more visitors, inspire people and increase brand awareness. In short, we wanted to help move the business forward.

What we did

‘Live your story, create change’

We created a thematic ‘Live your story, create change’ campaign designed to place the audience into the story.

Carefully crafted experiences demonstrated that the VW vision was for their benefit - and societies. A range of offerings at the booth allowed the audience to put themselves directly into the story alongside Volkswagen.

We created a range of experiences that were visually impressive, interesting to play with and fruitful to explore, all at the same time. The experiences covered all the communication points in both the 'Move forward’ strategy and NBD style.

How we delivered

We created an experience full of stories.

Other highlights included the first-ever naked eye 3D content show at an Autoshow booth, a reward mechanism the ‘Charging challenge’ on WeChat inspired by the electric car module, and workshops and interactive activations that enabled visitors to understand the brand in both a fun and informative way. Technology was crucial - with immersive motion content flowing across 22 LED screens, on a total area of around 3600 square metres.

The key facts

Project: Volkswagen Shanghai autoshow

Mission: to drive consumers’ attention, engage more visitors, inspire people, increase brand awareness and move the business forward

Solution: the ‘Live your story, create change’ campaign, designed to place the audience into the story

Result: we created an experience full of stories, which brought a new feeling to the VW brand in Shanghai

The numbers

5 x in-booth sales growth

17% more sales leads

22 LED screens

27.7 K unique mini programme users

31% increase in gift redemption

3600 square metre space

Over 9,000 WeChat shares

Uniplan have successfully co-ordinated with all the parties across different countries, and delivered a range of unique experiences especially designed for Volkswagen and its new brand strategy.
— Uniplan Project Team

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Clients

See a selection of clients who put their trust in us:

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