GERMANY – ‘More Pulse. More Drive.’ at the 2012 Volkswagen Forum

Once again, the experts for live communication at Hagen Invent were successful in providing Europe’s leading automobile manufacturer with further proof of their conceptual strength and profound brand understanding. At this year’s Volkswagen Forum, the Düsseldorf agency was in charge of the overall conceptual design and implementation of the event, which included the media concept, architecture and graphic design as well as training course didactics and content, logistics and guest/travel management.


For the first time, Volkswagen AG invited their national service advisors to the 2012 Volkswagen Forum in the spring of this year, aiming to boost their self-awareness as brand ambassadors and to increase their brand loyalty and performance commitment. In the vibrant metropolis of Berlin, each group of around 400 guests, in twelve 24-hour back-to-back event waves, experienced an exciting combination of dynamic driving, business meeting, evening function and panel discussion. At the core of the event was the presentation and first-hand experiencing of the new Volkswagen models up!, Passat Alltrack and Volkswagen CC.

The event kicked off with an inspiring dynamic driving training session, which truly set the service advisors‘ pulses racing. Enthusiasm remained high right through to the business meeting in the afternoon. On the exhibition site of the Berlin Trade Fair, a Volkswagen brand space opened itself up to the guests, transposing the motto ‘More Pulse. More Drive.‘ into functional but aesthetic architecture surrounding the central ‘dynamics’ theme. The vehicle choreography, covering the entire space and displaying both present and future models, interacted with the media projection and brand strategy presentation, thus creating a highly emotional experience of visions of the future and the core values of the brand.

In the evening, at the Puro Sky Lounge high above the rooftops of Berlin, the guests had an opportunity to enjoy Berlin’s pulsating nightlife at first hand. Guest star Ivy Quainoo ably demonstrated the appreciation of the Volkswagen group for its guests, who rounded off an eventful day in a sophisticated urban ambiance.

The interactive panel discussion the following morning brought the 2012 Volkswagen Service Forum to a close. When saying goodbye to the guests, Volkswagen thanked the highly motivated service advisors with warm words, leaving them to embark on a mutually successful future.

Adone Kheirallah, managing partner at Hagen Invent, was delighted at the fantastic reaction of the guests: “Instead of a conventional training format, we created for this target group an all-encompassing brand experience, filled with pure emotion and dynamics. The result is unbounded enthusiasm, pride and motivation, in short: ‘More Pulse. More Drive.‘. Only live communication can produce such an increase in identification potential.“