Global VW ID.7 Launch Campaign: by THESE GUYS

Global Volkswagen ID.7 Launch Campaign created by SCHACHZUG aka THESE GUYS
Multi market activation: Los Angeles (USA) / Las Vegas (USA) / New York (USA) / Shanghai (CH) / Berlin (GER) / Paris (FR) / Birmingham (UK) / Stockholm (SWE) / Amsterdam (NL) / London (UK) / Malaga (ES)


Volkswagen's ID.7, the "Passat for the electric world," marked the second wave of their all-electric ID. family, redefining accessibility to premium technology. To establish Volkswagen as a global tech leader the launch campaign unleashed the power of experiential marketing.

The meticulously planned timeline began with a journalist-exclusive prototype reveal at LA Auto Show. The next step defied convention with the ID.7's first public covered appearance at CES Las Vegas, the global tech innovation epicenter.

Presented in a captivating cube, the ID.7's mesmerizing camouflage became a choreography of light, serving as both a technological marvel and a visual gem. Electroluminescent paint, applied in 40 layers, enabled independent control of 22 areas, transforming the car into an unforgettable immersive experience. The QR code pattern on the camouflage seamlessly bridged physical and digital world, enabling instant access to information via smartphone capture.

The world premiere, spanning 7 locations across 3 continents, was the campaign's zenith. The main event at Motorwerk Berlin featured a stunning setup with a long catwalk, a turntable, and a central kinetic LED display. State-of-the-art media and lighting created an entrancing tunnel effect. The grand reveal saw the camouflage virtually come off in a luminous particle cloud with the unveiled ID.7 emerging in a pulsating tunnel of light, captivating the audience.

A constant flow of information kept media informed, while influencers amplified the campaign's reach. The all-experiential approach generated 6,500 articles and posts, securing Volkswagen top honors at CES. The simultaneous global unveiling achieved an record breaking PR reach of 2.5 billion, making it the most successful car launch in Volkswagen’s history.

SCHACHZUG played the lead agency role in the ID.7 global launch campaign, from the very first idea to the final details of implementation.