Volkswagen
Guangzhou Autoshow
strategic planning
project management
mini-app content development
2022 / Guangzhou, China
Delivering the vision of future mobility as a leading automobile brand in China.
2022 was a difficult year for Volkswagen China due to a change in the management team and the pandemic. Toning down the vibrant looks, the brand would like to ground its foot back to the tangible benefits to consumers. With a stronger focus on the models, technologies, and practical solutions for a green future, these messages were communicated through a holistic journey, from booth design, event app, booth tour, performance, to incentive programme.
Due to the COVID policy, the Guangzhou Autoshow was the only Class A Autoshow delivered in 2022, China. Facing a sudden cancellation and resume of the show 2 weeks before the show day, we managed to produce everything for Volkswagen as planned with a twist element of the CNY holiday.
A holistic digital journey
The event mini-app, as an online promotional tool and offline journey guide, included a journey customised session, a highlight happenings recommendation page, a virtual booth, an AR hunt game, and most importantly, information for all the models and test drive booking for sales leads collection and conversion.
Guiding the visitors around the booth with AR Hunt
The AR Hunt game asked the visitors to find the hidden icons around the hero cars in the booth. Visitors who found all the icons could draw a gift from the vending machine. The hints were provided in the mini-app together with the product introduction. It was not only an incentive game but a tool for communicating the event messages.
A show featuring the “symphony of cars” to draw attention from inside and outside the booth
