Accelerating into a mobile future
Background
On a global and strategic level, Volkswagen as a brand made a commitment to offer its customers over 30 fully electric vehicles, to focus on the development of battery technology and develop autonomous driving as a new key competency, all before 2025. Assistance systems are increasingly assuming the role of a driver in any given driving conditions; Volkswagen wanted to provide the internal as well as the external public with a direct experience of the brand’s most modern systems.
IDEA
No communication can express as much as a first-hand experience. Thus, under the motto Accelerating into a mobile future, we organised the Volkswagen Driving Experience event at the AMZS Safe Driving Centre in Vransko, where the invited guests had one week to exclusively try out all the new electric Volkswagen ID. models and other models from the Volkswagen family.
The tests were carried out under the expert supervision of a certified team of instructors from Germany. We wanted to intertwine the accompanying programme with the strategic focus of the Volkswagen brand on the electric future and to present Volkswagen assistance systems with additional activities at the event.
Execution
In one week, the Volkswagen Driving Experience hosted about 500 influencers, business partners, media representatives and representatives of internal and invited external public. The guests were able to try out the most modern assistance systems at the Vransko driving track and be among the first to drive the new model ID.5 GTX, explore the latest model of the Volkswagen ID. electric family – ID. Buzz in Cargo edition, and experience the athletic character of Golf R. They were also given the opportunity to test the intelligence systems of Touareg models and Arteon Shooting Brake.
Under the watchful eye of German experts, the guests performed six exciting tests of assistance systems: with different types of driving at the driving track, adrenaline drifting, driving in critical situations, remote parking, wet surface reactions and off-road driving.
A few weeks prior to the event, the guests received a special personalised Volkswagen NFC technology key. This was their unique ticket to the Volkswagen Driving Experience where thanks to the NFC technology they were greeted in a unique way – every guest individually with their first and last name.
Afterwards, they pressed their unique key against the coffee machine which served coffee with their name imprinted on it. With the same special key, they also unlocked other surprises which made sure that the atmosphere was excellent and that the Volkswagen’s hospitality could really be felt.
The Volkswagen’s Facebook page has for several years been co-created by many loyal fans of the brand; thus, the most devoted five fans were presented with a gold ticket for the Volkswagen Driving Experience event. They were given the opportunity to have an exclusive insight into the mobile future, with which the already strong ties with our social media communities have only been strengthened.
RESULTS
guests tested the latest Volkswagen technology over 7 days.
guests rated the event with the highest possible score 10.
of the survey respondents would gladly participate in the event again.