Volkswagen Activates a Cinematic Experience at Paris Show
VW has always carried an irreverent style. Marketing showcases the quality products but also the fact that the company doesn’t take itself too seriously. The challenge for Vok Dams was finding a way to leverage that VW reputation but also appeal to an older, more upscale Touareg target audience at the Paris Auto Show. The agency came up with an idea that used a cinematic experience at the trade show to simulate driving the new SUV.
The exhibit touched all the senses using light, sound, touch, even smell. Visitors to the immersion became virtual passengers in the vehicle as they “rode” through the desert (while actually smelling the sea and feeling wind on their faces). The journey followed a pair of storylines that eventually converged into one. Free space was used with a heavy hand to allow eyes to gaze on the vehicle. Floating monitors elicited notions of nature and freedom.
More than 360,000 people visited the VW exhibit over 12 days, with attendees giving the area an enthusiastic thumbs up.