Financial services tend to be seen as the less tangible and less ‘sexy’ part of an automotive experience. Next to all other Volkswagen brands which have very desirable and highly attractive products on display, the main challenge was to reach the visitor’s undisturbed attention. The idea was about creating visitor experiences, cementing the brand and its services in the visitor’s minds both as an innovative, competent and trustworthy brand – and as integral part of the Volkswagen Group. To show how VW FS’s enables mobility by making the brand more personal and approachable.

We therefore translated “mobility” into reality: A multi-sensory way of experiencing mobility in a three-dimensional exhibition. By using a lot of interactive technology such as entertaining devices, meaningful content and ‘gaming’ applications, the visitors were able to explore VW FS’s benefits and services themselves, realizing as well to which degree the products can be beneficial for them.

At the start of their ‘journey’ through Financial DRIVE, visitors encountered a screen projection reflecting all their movements on a full-sized LED screen. Afterwards, a digital host welcomed them gibing a brief explanation about VW FS and the experience awaiting them. He answered questions and added a ‘human’ touch in a fully digital environment. The two elegantly curved and interactive media walls led visitors to the lounge area with iPads in a laid-back atmosphere. The so-called Mobile Innovation Zone was the central part of the exhibition space: The triangular and ceiling-high projection units FutureScopes delivered multifaceted holographic information. The interactive display case presented the history of the company on different layers of glass triggered by touch. Other activations included a responsive window where guest movements interacted with the content displayed, and a photo/print studio where the guest’s pictures were merged with Berlin landmarks like the Berlin Wall.

Financial DRIVE grew into a striking feature in the overall excitement of the Volkswagen DRIVE forum. Since the opening hundreds of visitors have enjoyed Volkswagen Financial Service’s hospitality and learned more about the brand and its products – both cognitively and emotionally. Its architecture and innovative technology attracts visitors who usually would not actively engage with a financial services company catching their attention in an outstanding way from all the impressive car exhibits nearby in the in the VW DRIVE area. This installation clearly achieved its goal of turning fairly ‘dry’ information into a fun and educational experience for hundreds of visitors. VW FS’s representatives were highly delighted about the feedback given by visitors and professionals.

How do you set up a financial services area right next to stunning car models like VW, Bentleys and Lamborghinis and try to attract the visitors’ attention for your service products! For Volkswagen Financial Services (VW FS) we created an interactive exhibition called ‘Financial DRIVE’ which translated the brand claim “The Key to Mobility” into reality. By combining stunning architecture with interactive communication technology, an attractive installation space was born promoting a better understanding VW FS’s products and mobility services. Its architecture and technology attracted visitors who usually would not actively engage with a financial services company.

DRIVE was accessible for everyone interested in learning more about the Volkswagen Group, be it customers or Volkswagen lovers. Being the only exhibition with service products, the VW FS area had to stand out both in a special way.

Our approach to this was two-pronged: inviting exhibition architecture and exciting interactive communication technology. An experience giving considerable insight into the world of automotive financial services and modern mobility options, in an enjoyable and easy-to-grasp manner. The architecture was designed as encapsulating as possible without being to restricting or jammed. Designed clean lines and edgy, the outstanding architecture attracted visitors and guided them through the different areas: The entrance area “Mobile Emotion Zone”, the lounge area “Financial Comfort Zone” and the interactive part and center piece “Mobile Innovation Zone”. Most of the touch points were highly interactive and covered topics from environmental awareness to career opportunities and lifestyle enhancing products.

Volkswagen repositioned their corporate exhibition space in Berlin, converting it from a traditional showroom display covering all group brands to an immersive brand experience world called “DRIVE”. Having ‘mobility’ as the overall concept of the experience, the 14 brands of the group were going to have a three months exhibition each in a rotational flow. The entire range from humble Skoda Fabia to earth-shattering Lamborghinis.

At DRIVE, Volkswagen showcased the diversity of the group – its twelve brands and Financial Services - for the first time under one roof. To present what the Volkswagen Group has to offer. VW FS is an integral part of the Volkswagen Group and therefore an important partner to all group brands. VW FS aimed for developing a new and innovative communication concept for this presence which followed their brand claim “The Key to Mobility”.