Due to the pandemic, the world premiere of the ID. Buzz and ID. Buzz Cargo had to be rethought and implemented as a hybrid event. The press and public was to be informed about the new VW electric icon in an informational but highly entertaining way. The objective was to create significant reach and interaction in conventional press as well as social media. Content creators outside the traditional media were to be integrated to create maximum attention.

The ID. Buzz is more than a car, it is a lifelong companion. The legendary Bulli is ready for the new generation of mobility: "An Icon electrified."

The impressive Schuppen 52 in Hamburg serves as a temporary communication and production base for staging the world premiere of the the new VW ID. Buzz and ID. Buzz Cargo. Wrapped as an exciting journey through the lives of the two vehicles, the premiere combines infotainment character with state-of-the-art technology. The presentation becomes an emotional experience - globally digital and real on site.

The first Volkswagen all-electric van appeals to different target groups: From the single outdoor lover to young couples and families to older groups. To reach a diverse global audience, the world premiere of the ID. Buzz is staged as a hybrid event. A small number of politicians, journalists and VIPs are invited to an exclusive premiere night while the event is streamed online. Relevant journalists and content creators are able to use the movie set for their own productions to function as multipliers on various social media channels.

The historic Schuppen 52 located in Hamburg offered the perfect location: VW Buses were once shipped from these storage sheds to destinations all over the world. Over several weeks, it was transformed into a production studio. A world premiere film was produced, telling of the evolution of the legendary Bulli and setting different stages for protagonists like executives, tech experts, designers and Hollywood stars. Technical insights on the car’s features are combined with personal memories and visionary talks about the future of mobility. Produced with virtual production technology, the film is merging virtual and real sets in an informative and very fun way. 150 invited guests are welcomed for an exclusive premiere night to the actual film set. Guests enjoyed live performances, a reveal drive, and subsequent interviews, while the event was streamed online for a global audience. Journalists and content creators used the set up for exclusive productions.

The world premiere of the ID. Buzz and ID. Buzz Cargo was a successful event and triggered significant reporting in the German as well as international media. For example, the world premiere reached over 1 Mio. views on the VW YouTube channels and was the subject of numerous LinkedIn activities. The ID. Buzz and ID. Buzz Cargo also celebrated a successful market launch and VW recorded a pre-order of 26,600 vehicles in 2022. To respond to the high demand, there are even plans to expand production capacity so that up to 130,000 vehicles can be delivered in the year.