How do you launch ANOTHER electric car into an over-saturated market?

Moreover, how do you launch the reinvention of one of the most iconic cars of all time?

That was our challenge to drive pre-orders of the new Volkswagen ID.Buzz – a new electric van for a new generation.

All that remained was to work out HOW to partner the two launches together.

The key to our partnership strategy was to find a way of striking the right balance between the fantasy world of Star Wars and the real-life technology, sustainability and beauty of the ID.Buzz.

Something so epic and memorable needed a stellar communication.

So we decided to present the new ID.Buzz through the only way that made sense: by asking people to look into the galaxy.

And, for a car with sustainability at its heart, we’d bring it to life a way that reflected its electric beauty.

At the Terramar Festival in Sitges, Spain, we created an epic display for an epic collaboration.

Working alongside Volkswagen Spain and Disney+ in a unique, unified team, we created the largest drone show in Spain.

On a sky canvas that was as large as a soccer pitch, multiple iconic Volkswagen, Star Wars and Obi-Wan Kenobi images were brought to life by 220 drones during a breath-taking, 10-minute performance, accompanied by an epic soundtrack.

But it wasn’t just designed for the 25,000 attendees at Terramar to enjoy.

The entire performance was also designed for a much bigger viewing audience in a social video campaign, where the entire display was captured in its full glory, and run across Social Media and PR channels.

Our social video content was seen by 13.6m people

The event was covered by 17 different news outlets

ID.Buzz website visits increased +531%

and pre-orders of the new vehicle outstripped supply.

Showing that when it comes electric vehicle launches…

The sky’s NOT the limit.