Brand Online Special
Staging of the brand for the Chinese market.
Task: Using online communication for the brand’s emotional presentation to the Chinese market.
Solution: Development of a digital marketing platform with infotainment elements.
The goal was to emotionalize the online communication of Volkswagen China which had been product-focused thus far. In the process, a complementary infotainment product was developed, which followed the changing media usage pattern and allowed for better utilization of the many possibilities of the internet. Once designed and implemented, the digital brand platform would convey complex automobile-related subjects understandably, and offer social media applications for user-oriented dialogue. For the accompanying online games and downloads, a video format was developed (derived from the dealer-based ESS). In short “innovation clips,” virtual characters, Dr. Wang & Dr. Wagenbach, present and explain up-to date new technologies and the high quality standard of the brand Volkswagen.
