Volkswagen ID.7 World Premiere


Best Brand Activation, Event



Concept Summary

Volkswagen ID.7 started the 2nd wave of their all-electric ID. family.. To establish the brand as global tech leader the launch campaign was based on 3 pillars: 1. Strategy: The world premiere was not just an event but the center of a holistic live campaign. Pre- and post-communication created a anticipation and served as content machine in every phase. 2. Creativity: Even during the covered phase, the car took the spotlight with its self-illuminating camouflage, showing Volkswagen's innovation power. 3. Communication: Simultaneous decentralized world premieres on 3 continents positioned the ID.7 as a true world car. The carefully crafted timeline began with a journalist-exclusive prototype reveal at LA Auto Show. The next step defied convention with the ID.7's first public covered appearance at CES Las Vegas: Presented in a captivating cube, the ID.7's camouflage became a choreography of light, both a technological marvel and a visual gem. Electroluminescent paint applied in 40 layers transformed the car into an unforgettable immersive experience. The QR code pattern seamlessly bridged physical and digital world, enabling instant access to information. The world premiere spanned 7 locations across 3 continents. The main event in Berlin saw the camouflage virtually come off in a luminous particle cloud and the unveiled ID.7 emerging in a pulsating tunnel of light. A constant flow of information kept media informed, influencers amplified the campaign's reach. The all-experiential approach generated 6,500 articles at CES. The simultaneous global reveal achieved a PR reach of 2.5 billion – the most successful car launch in Volkswagen’s history.

SCHACHZUG - Agentur für Markenkommunikation GmbH
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