Volkswagen Group Media Night

Media Event during the Auto China for 600 international journalists with seven world premieres, to establish a strong brand presence and positioning in the Chinese market and e-mobility sector.

Auto China is the most important trade fair in the world’s largest automotive market. It was crucial for the German Automotive Group to show a strong brand presence here and to generate positive press coverage. With a clear focus on electrification and the spectacular unveiling of China-specific models, Volkswagen wanted to emphasize its ‘In China, for China’ strategy. With this innovative strength, the aim was to strengthen the market position and tap into new buyer groups on the Chinese market.

Therefore, we had to attract attention with the Volkswagen Group during the event-packed week of Auto China and make a lasting and positive impression on journalists. The guests were to gain confidence in the transformation of the Volkswagen Group and experience no less than seven world premieres to feel the strength of the brands. The overarching goal was to achieve positive and extensive coverage in the international and Chinese media, to increase popularity and therefore sales worldwide.

In order to present the Volkswagen Group as an active co-shaper of the international and Chinese automotive market and to demonstrate its transformation potential, the idea was to shape our own brand space on Chinese territory. Therefor, we choose a location with strong symbolism: the Phoenix Media Center. The Fezuan (Chinese for phoenix) is a very strong symbol for transformation and power, the buildings architecture was also inspired by a DNA Double-Helix.

Unique was the dynamic stage mechanism that was developed to showcase the transformation and growth potential of the Volkswagen Group: Inspired by the rotating tables in Chinese restaurants, a semicircular stage with a diameter of 26 meters and a 40-meter LED video horizon was created. At its center were two turntables, each featuring an additional double-sided LED wall. This setup made it possible to integrate the two moveable LEDs into the overall choreography of the stage production through rotational movements.