With "The Square - New Mobility Hub", Amag Import opened a hotspot for forward-looking mobility at The Circle at Zurich Airport this summer. As part of this opening, Volkswagen Switzerland was given the opportunity in October and November to showcase the current as well as future-oriented innovations from the ID. Family, the e-mobility model series.
In search of the optimal communications partner, Volkswagen called for a pitch. The Wunderman Thompson agency was named the winner.
The activation campaign by Wunderman Thompson is based on Volkswagen's already existing e-mobility strategy "Way to Zero". With the aim of bringing as many visitors as possible to "The Square" during the period from October 25 to November 28, the sustainability credo was personalized and expanded into the event motto: "Your Way to Zero - Your visit marks the start of the path to zero-emission mobility".
The personal approach is intended to convey the feeling of being able to become part of the e-mobility movement in a simple way.
Premieres in Square
In the activation campaign, the agency set itself the goal of presenting a variety of attractive and innovative highlights for the target group. For example, they were to be motivated to visit "The Square" and also take a VIP test drive with an e-mobility specialist.
In addition to info sessions and talks for dealers and their customers, there are two highlights to see in the Square: The E-Concept Car ID. Space Vizzion will be presented, and the ID.5 GTX will also celebrate its Swiss premiere.
Personal involvement as a campaign accelerator
The campaign is communicated to the target group using communication tools such as megaposters, hanging boxes or eBoards and ePanels. Another important campaign component is a social media campaign that works with regional targeting and personally involving headlines.
To generate additional reach, on-site visitors will be asked to personally make a statement about electromobility via a social media post. This campaign extension is to be further strengthened by an incentive via an exciting ID. E-Mobility experience will be further strengthened.
Responsible at Volkswagen: Melanie Felder (Team Leader Marketing Communication), Tanja Schärer (Marketing Communication Manager), Diego Beck (Digital Marketing Manager). Responsible at Wunderman Thompson: Benjamin Franken (Executive Creative Director), Cedric Fuchs (Junior Art Director), David Trüb (Copywriter), Susi Martin (Senior Account Director), Franziska Saxer (Senior Account Director).