Volkswagen CES: AI Integration & Golf GTI Unveiling

Volkswagen CES Press Conference
Artificial Intelligence Integration & Golf GTI Unveiling
Las Vegas (USA) | Consumer Electronics Show | Mandalay Bay | 2024-01-08 | 08:00 PST

Is it possible to successfully plan and implement an entire pre-show keynote at CES in just four weeks? Absolutely.

Due to rapid development progress, the opportunity arose to introduce a groundbreaking innovation to the market earlier. Together with its partner Cerence, Volkswagen managed to integrate ChatGPT into the vehicle stack. This means that the artificial intelligence-based assistant will be available to Volkswagen customers in series production vehicles from quarter 2.

As the thematic field perfectly matched the predicted topics of CES 2024, the decision was made at short notice to organize a pre-show keynote. An immersive stage set-up was created in record time at the Mandalay Bay Resort, where the press conference took place. In the first part, the top management of both brands presented the strategic approach, framed by an innovative media presentation which was inspired by a QR code pattern. For the second part, Volkswagen broke new ground and departed completely from the prepared press conference presentation. In line with the CES tech platform, a live presentation of the new AI system took place under the motto hands on Innovation. The spirit and function captivated the press / influencers and generated great excitement.

Another highlight was the first presentation of the new Golf GTI in camouflage design. Matching the cultural Vegas context, the color scheme featured a pink mint combination and became the ultimate photo highlight and one of the most popular photo motifs at CES 2024.

What was the result: Volkswagen achieved a total reach of 143 million with the activation and thus became the second most visible brand at CES 2024. The content distribution of 100% key message penetration and 99 percent positive share was also outstanding.

SCHACHZUG aka THESE GUYS was the lead agency for the Volkswagen CES Pre-Show Keynote and managed the conception and production from the initial idea to the final details of implementation.