Experiential for automotive

Experiential for automotive
Blog post
Volkswagen used a hard-hitting experiential activation to drive home its road safety message in China this week. Cinema goers in Beijing got more than they bargained for when an apparently innocuous car commercial took an unexpected turn. 
 
As the audience watched a drivers-eye-view of a peaceful country road a text message was sent simultaneously to each member causing a mass rummage for phones. At this point the on-screen driver lost control, crashed into a tree and the campaign ‘Eyes On The Road’ message’ filled the screen.

This powerful experiential stunt created by Ogilvy Beijing uses a simple idea and the latest location based messaging to devastating effect.
 


On a lighter note, you may remember that VW’s corporate stablemate, Audi was responsible for another memorable experiential campaign last year. Well worth revisiting, this activation was for its Quattro brand and aimed at young Canadian businessmen. A giant Scalextric track, complete with trees, miniature figures and a prominent Audi garage was placed in downtown Toronto.  The cars on the track were scale models of the Audi Quattro and people were invited to race them using a bespoke iPad app. A great example of how experiential can exercise the emotions – in this case nostalgia and good old fashioned fun – to engage consumers in a creative way.   


Another German car giant hosted an extravagant automotive event this week. The uber-chic Mercedes me store in Hamburg boasts 550 square meters of interactive and exhibition space alongside a traditional car showroom. Consumers are invited to chat to brand ambassadors, explore touch screen displays, relax in a restaurant or attend exhibitions, presentations or concerts. 

Like the Apple store before it, Mercedes-Benz has created an environment that is contemporary and aspirational. The Mercedes me store is a bold and stylish brand experience that promotes an entire lifestyle alongside its products.
 

 
This isn’t the first time that Mercedes has extended its brand offering in unusual ways. 
Let’s not forget the company’s exclusive Mercedes Benz perfumes or in-car atomizers dispensing bespoke fragrances developed for individual models. How’s that for a truly immersive brand experience?
 

Joss Davidge is managing partner of brand experience agency BEcause, an award winning brand experience agency which has been helping brands get talked about for over 20 years.

Read more from Joss in our Clubhouse.

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