A 2-week event hosting 1,700 guests in an 80,000m² valley, it transformed traditional media drives into a dynamic, content-creation playground to unify brand messaging and generate massive online buzz
Volkswagen aimed to unify its brand image across three joint ventures and generate unprecedented buzz for its new products in China. The primary goal was to equip 1,700 top-tier KOLs and media with compelling, first-hand experiences to inspire authentic, high-quality content. We wanted them to move beyond standard reviews and become storytellers, sharing energetic narratives about Volkswagen’s heritage, innovation, and fun driving experience. The desired outcome was a significant shift in brand perception and a massive increase in online reach and engagement.
The creative concept was a “half-resort, half-theme park” built exclusively for creators. Five bespoke, large-scale zones were created, each serving as a dedicated content studio.
-Heritage Trail was made up of 4 different of the brand in China with props created in huge sizes for creative photo ops.
-The Tech Lab took guests on a deep dive on the tech innovations through interactive experiences.
– The Campfire was a gathering place.
-The Racetrack was used to show the new and older car models, driving yourself or with a professional driver.
– And finally, a car-sized Playground. The ID Pinball featured a gargantuan pinball layout where guests could drive around scoring points through obstacles and the SUV Maze challenged guests to navigate a series of obstacles, inspired by the everyday challenges of parking.
All these activities provided KOLs and invited media the perfect space to create the most engaging content possible, keeping the guests in a storytelling environ
