Volkswagen ID.4 ~ Alina Peña

Volkswagen ID.4 Launch

Ushering in the era of the EV—during a global pandemic.

Role

Lead Designer (site experience) & Art Director (photoshoot)

Challenge

Volkswagen asked us to help launch the most important VW since the Beetle, and then the pandemic hit. Against all odds, our team created a completely digital end-to-end buying experience for the all-electric VW ID.4, including a virtual showroom, configuration & reservation tool, owner's portal, quiz, and a data-driven CRM campaign. We empowered people to make the switch to electric — without ever stepping into a dealership — and laid the foundation for how all future Volkswagens are bought and sold.

Highlights

Designed two virtual showroom experiences on two completely different platforms, in tandem.

Art directed a high-security embargoed photoshoot, without my cell-phone to keep me company.

Remained nimble as the launch date shifted not one, not two, not three, but four times.

The ID.4 1st Edition sold out within the first eight hours, with a completely digital buying experience. That means no flashy industry launch events, auto shows, TV campaigns, or vehicles to test drive.

Not to mention, I launched an EV from my couch (and by couch, I mean bed).

Full case study coming soon

Message in a bottle not your style?
Email me @ alinapena95@gmail.com

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Call or text me @ 917 330 4067