Volkswagen

‘The joy of VW Life’

Business Challenge

A decline in car ownership and shift towards the experience economy pressures car manufacturers to re-think the way the they are selling their product and services.

My Role

For this client understanding the full landscape of the future customer experience was key to us delivering a winning concept

My role was to identify and shape trends in the automotive industry, exploring how car ownership and mobility will evolve in the near future.

I also worked close with the Strategy director to shape ambition and strategic vision for the project while making sure the stories and ideas were in line with our approach and the story told coherent and convincing to the customer

Summary

Responding to shifting consumer attitudes and the demand for experience, Volkswagen’s store brings auto retail in a new and more engaging way, located in a shopping centre with an annual footfall of 36 mio.

An editorial approach was taken to explain the everyday life benefits of the vehicles in a relatable context and the store invites everyone to explore the brand and its models in a richly engaging interplay of physical objects, film and animation.