MCCreative Producer← Selected work
Berlin skyline at night
Spec / personal project

Volkswagen ID. · Activation platform · Berlin

Mach dein
Berlin größer.

A conventional test drive becomes a personalised half-day mission beyond the routes people already know.

The proposition

Berlin does not become smaller. Our experience of it does.

After years in a city, routines compress it into a handful of streets, cafés and commutes. The idea gives Volkswagen ID. a useful role in breaking that loop: the car takes people somewhere their routine would not.

Role
Insight, strategy, campaign platform, journey design, UX copy and AI-assisted visual prototyping
Deliverables
OOH, registration flow, app experience, handover, CRM and pilot framework
Status
Independent speculative project. Not commissioned by or affiliated with Volkswagen.
A passenger in a Volkswagen ID. arriving at Museum Island in Berlin
Style frame: the route turns the car into a guide through the city.
Problem

Daily routines make Berlin feel smaller than it is.

Insight

The city is still enormous; people have simply stopped experiencing most of it.

Idea

Mach dein Berlin größer.

Execution

A personalised test-drive mission shaped by interests, time and starting point.

Experience logic

Why missions?

A mission gives the car a purpose and the person a reason to discover a new part of Berlin.

01

Detect the routine

The campaign invites people to notice how small their everyday map of Berlin has become.

02

Choose preferences

Interests, available time and familiar areas turn a generic test drive into an individual brief.

03

Receive a mission

The app builds a route through unfamiliar neighbourhoods, places and experiences.

04

Test the Volkswagen ID.

The product becomes the means to discover a different Berlin—not simply the object being demonstrated.

What the brand gains

The mission bridges insight and product.

  • The test drive becomes memorable instead of generic.
  • The product is experienced in a real urban context.
  • The activation creates useful leads and follow-up touchpoints.
  • The route naturally generates shareable content.

Product experience

A route made for you.

The interface asks only what it needs: interests, available time and a starting point. The experience stays simple, visual and usable before the drive begins.

Welcome screen for the speculative Volkswagen ID. route app
01 · Invitation
Interest selection screen
02 · Preferences
Personalised Berlin route screen
03 · Mission
Berlin skyline reflected in the Spree at sunset
Person sitting above Alexanderplatz in Berlin
People gathering in Berlin at sunset

Campaign ecosystem

One idea, multiple useful touchpoints.

OOH creates the moment of self-recognition. Registration captures intent. The dealership handover makes the activation tangible. The app guides the experience. CRM closes the loop with the personal route and a reason to return.

OOHLanding pageRegistrationHandoverIn-carLocal partnersSocialCRM
View full project report
Your mission starts here Volkswagen ID. speculative poster
Handover communication: from registration to the first physical moment with the car.

Proposed pilot

50 participants. Four route themes. One city made bigger.

2–4 hExperience duration
3–4Stops per route
50Pilot participants
4Route themes

These are proposed pilot parameters, not campaign results.