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There were several distinct challenges in creating this important event. The first was striking the right tone. For decades, Volkswagen has been an icon in America, with loyal owners who strongly identify with the brand, as well as share a deep sense of “community”.
Ironically, the parent company in Germany had never established deep roots in this country, and the brand was beginning to lose its momentum. To re-energize the franchise, it was time for VW AG to significantly increase its commitment to North American dealers, in terms of product development, quality and customer support.
To communicate this commitment – and in turn, ask the dealers for theirs – the tone of the event was perfectly captured by the meeting theme, “Everybody In”.
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In addition, Volkswagen had five new vehicles and three future concepts to reveal. The concept cars, however, were clays and early prototypes, which could barely be moved, much less driven. This presented huge logistical, staging and security challenges. |
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CCW’s inspired solution was to stage the presentation in the round, with all 820 participants encircling the center presentation stage. Behind the audience, the eight “reveal” models were interspersed around them – surrounding them – all elevated on platforms and concealed by decorative scrim.
Each live reveal was preceded by a brief executive overview, followed by an exciting teaser video that built anticipation and captured the essence of the vehicle’s market positioning. As each video reached a crescendo, dynamic stage lighting and sound design directed the audience’s attention to the proper spot in the room – where, seated in custom swivel chairs, they could spin around – as much as 180 degrees – to see each vehicle dramatically appear.
At the end of the presentation, the dealers were surrounded by an array of new models and concept vehicles, giving them a look five years into the future.
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The meeting was a tremendous success, and Volkswagen executives were roundly complimented.
The results, however, are perhaps best underscored by the post-event survey: When dealers were asked, “Based on the presentations you heard and the products you saw…are you in?”… the overwhelming response was – YES!
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