• Situation

In 2020, VW launched their new Electric Models the ID.Family in China, which is the most important and also most competitive Market in the world. We build up a meaningful relationship with the younger Target Audience and their Lifestyle and in their every Day life.

• Brief

Create a Brand Campaign and immersive Experience for China.

• Objectives

Gain brand awareness for the ID.Brand and VW Brand. Make the VW brand younger.

We created a unique anthem Song from the scratch. The idea and also the title of our Anthem is the Brand-Message “It starts with me”. The Song is a truly Cooperation between the agency and the Artist Taiyi: from the meaningful lyrics to the beats. Everything in this song is a collaboration.

The ID.Models are the “Game Changer” in the Car Industry. Being the biggest Car Brand in China and known for its reliable German-Engineering Technology, VW is able to create a change from Gasoline to Electric Engine.

We created this ID.Song exclusively with Taiyi – a Chinese Sing and Songwriter.

Instead of creating a normal Music Video, we collaborated together with him and the

AR-Specialist to create a unique Signature-Dance Choreography which became a meme in the Social Web. After the 3D Shoot with our Artist, we combined his Dance together with the

ID-Cars, which we implemented all in CGI, because of the Pandemic Situation.

In order to control the Amount of Data, we had to collaborate with the AR-Specialist and Artist to create the perfect Experience given to the Data-Connection.

• Implementation:

Owned Chinese Social Media Channels, ID.HUB the VW-Website.

• Timeline:

Start Date: 2020/09/07

End Date: 2020/09/22

• Placement:

ID. Hub (Volkswagen ID. Brand official website)

• Scale:

Primary for the Chinese Market, but the AR Experience was also accessible from other countries from South East Asia, where they speak Chinese.

• Reach & Impact

Over 127 million impact

• Engagement

Over 9 million engagements