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Unveiling the Future, One Dazzling Debut at a Time
The Volkswagen ID.7 embodies a meticulously crafted blend of cutting-edge technology, captivating design, and immersive marketing, surpassing the boundaries of a typical car launch. This "Passat for the electric world" marked the second wave of Volkswagen's ID. family and its global debut aimed to solidify the brand as a leader in the electric vehicle revolution.
A Strategic Masterpiece: Building Anticipation and Excitement
This wasn't a fleeting campaign, but a story meticulously crafted to unfold over time, igniting anticipation with each chapter. Exclusive journalist reveals at the LA Auto Show served as the gripping opening act, while the car's public debut at CES Las Vegas made a bold statement: a captivating, self-illuminating camouflage that unveiled both the car's design and Volkswagen's technological mastery.
A Global Phenomenon: Unveiling the ID.7 on Three Continents
The world premiere itself was a multi-sensory spectacle spanning seven locations across three continents. The main event in Berlin featured a stunning stage with a long catwalk, a turntable, and a central LED display. As the lights dimmed and anticipation reached its peak, the car's camouflage dissolved in a luminous particle cloud, revealing the ID.7 bathed in a pulsating tunnel of light. It was a moment that captivated audiences worldwide.
Unlock the magic of stories, amplified by teamwork.
The ID.7 launch sent shockwaves through the industry, proving it's car prowess. It resonated with audiences through its narrative and the relationships it fostered. A constant flow of information kept the media engaged, while influencers amplified the campaign's reach. This collaborative approach generated an impressive 6,500 articles and posts, securing Volkswagen top honors at CES and achieving a PR reach of 2.5 billion – the most successful car launch in the company's history.
A Legacy of Innovation: Electrifying the Future of Mobility
The launch of the Volkswagen ID.7 signifies a marketing effort, and a commitment by the company to push boundaries and shape the future of transportation. By combining cutting-edge technology with a captivating narrative and a global reach, Volkswagen has unveiled a new car and ignited excitement for a future powered by electricity.
Credits
Entry Title: The all-electric Volkswagen ID.7 | Global Launch
Entrant Company: SCHACHZUG - Agentur für Markenkommunikation GmbH
Client: Volkswagen AG
Winning Category: Integrated Marketing - Event Marketing
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