Staff Reporters
Mar 19, 2019

EMA winners: Best Launch

Participants were treated to a show that produced a make-belief exploration that took them to 'space'.

EMA winners: Best Launch

GOLD winner Volkswagen Touareg China Launch - Mission Touareg
Brand Volkswagen
Agency SMS Group/Noitom

Volkswagen was approaching a major milestone in China with the release of the all new Touareg, the brand’s flagship SUV. Picking up on the communication theme ‘First Never Stop’, SMS Group partnered with Noitom to develop a fantastical and whimsical storytelling experience that would see guests become participants in an adventure as space explorers on a mission to find and pick up the all new Touareg in the ‘Next-Level Galaxy’.

4,000 participants were treated to a show that produced a make-belief exploration that took a group of explorers to 'space' in an immersive experience akin to a Disneyland-ride, culminating in the car’s reveal. On top of that, the agency conceived the idea of a test drive that allowed guests to ride the car in a ‘distant galaxy’ via a custom-developed real-time VR system onboard. Accelerated by pre-communication, over 100 million viewers around the world followed the pan-galactic event that generated millions in PR value for the brand.

Source:
CEI

Related Articles

Just Published

14 hours ago

How a local male-grooming brand is shifting its ...

X-Men shampoo took prime positioning as an early local F1 partner ahead of the inaugural Vietnam Grand Prix. Then came COVID-19.

14 hours ago

WFH Diary: starting a new job as lockdown began

Twitter's recently appointed APAC head of communications on juggling four time zones, a new role and some furry friends.

14 hours ago

How Shopee plans to make the pandemic windfall a ...

While it benefits from an influx of shoppers and brands, the ecommerce platform works to meet rapidly shifting consumer needs and looks to use personalisation to make sure its customers and buyers stick around after the pandemic.

14 hours ago

We are all lonely, and that’s a good thing

Let's learn to embrace lonliness to usher in better ways to be and behave, says FCB Ulka's AVP of strategic planning.