Volkswagen We/
We Charge/Elli

With the growing importance of e-mobility and charging, charging services are becoming a crucial factor in the Volkswagen value chain. Providing charging infrastructure, giving easy access to public charging points and helping drivers to enjoy their car without range anxiety are becoming critical expectations of e-mobility customers. With Elli and We Charge as new charging brands, Volkswagen is setting up various services to deliver charging services holistically. Elli is the new backbone for charging within the Volkswagen Group. From renewable electricity at home to providing and installing charging hardware, Elli offers services under their own brand. We Charge is the new charging service for drivers giving them access to more than 150.000 charging points across Europe. The service will be deeply integrated with all future Volkswagen ID. models.

The task

The challenge was to create assets for two different brands within one shoot, to produce eight films and 30 images in order to create an “asset library” which both, social media teams and POS / trade fair teams, can make use of to communicate to the customer the new possibilities that We Charge and Elli offer in the field of e-mobility. The look and feel needed to be compatible with the Volkswagen New Brand Design. It should be warm, urban, and electrified.

The idea

Two families. Two starting points. Two spontaneous saturdays. Each family was representative of a target group. On their individual journey, each family experiences unique use cases while sharing the same places. The role of We Charge and Elli: these services make life carefree and easy.

The outcome

In addition to the We Charge vision film, different explanatory films were produced for Elli and We Charge, which were shown at the IAA as well as at the Geneva Exhibition Center. The material is used for product communication across many different channels and platforms.