Financial services tend to be seen as the less tangible and less ‘sexy’ part of an automotive experience. Next to all other Volkswagen brands which have very desirable and highly attractive products on display, the main challenge was to reach the visitor’s undisturbed attention. The idea was about creating visitor experiences, cementing the brand and its services in the visitor’s minds both as an innovative, competent and trustworthy brand – and as integral part of the Volkswagen Group. To show how VW FS’s enables mobility by making the brand more personal and approachable.

We therefore translated “mobility” into reality: A multi-sensory way of experiencing mobility in a three-dimensional exhibition. By using a lot of interactive technology such as entertaining devices, meaningful content and ‘gaming’ applications, the visitors were able to explore VW FS’s benefits and services themselves, realizing as well to which degree the products can be beneficial for them.

At the start of their ‘journey’ through Financial DRIVE, visitors encountered a screen projection reflecting all their movements on a full-sized LED screen. Afterwards, a digital host welcomed them gibing a brief explanation about VW FS and the experience awaiting them. He answered questions and added a ‘human’ touch in a fully digital environment. The two elegantly curved and interactive media walls led visitors to the lounge area with iPads in a laid-back atmosphere. The so-called Mobile Innovation Zone was the central part of the exhibition space: The triangular and ceiling-high projection units FutureScopes delivered multifaceted holographic information. The interactive display case presented the history of the company on different layers of glass triggered by touch. Other activations included a responsive window where guest movements interacted with the content displayed, and a photo/print studio where the guest’s pictures were merged with Berlin landmarks like the Berlin Wall.

Financial DRIVE grew into a striking feature in the overall excitement of the Volkswagen DRIVE forum. Since the opening hundreds of visitors have enjoyed Volkswagen Financial Service’s hospitality and learned more about the brand and its products – both cognitively and emotionally. Its architecture and innovative technology attracts visitors who usually would not actively engage with a financial services company catching their attention in an outstanding way from all the impressive car exhibits nearby in the in the VW DRIVE area. This installation clearly achieved its goal of turning fairly ‘dry’ information into a fun and educational experience for hundreds of visitors. VW FS’s representatives were highly delighted about the feedback given by visitors and professionals.