Launching MOIA - VW’s autonomous ride-sharing brand

MOIA was un-named when VW group approached my team. As the lead copywriter on the project,
I helped create the name of the brand (if you flip the MOIA logo upside down it shows VW), and worked on their official vehicle unveiling at Tech Crunch.

This was a 360 campaign with multiple touchpoints, including naming, press-release toolkit, two videos, an experiential walkthrough at Tech Crunch with Virtual Reality, and writing the speech for Ole Harms, the CEO.

The thing I am most proud of with this campaign was the creation of the pledge to take ‘1 million cars off the road’ - a sticky idea which VW group loved, and which went viral.

The Empty Seat - Announcement Film

I wrote and storyboarded the script for this with my partner James - imagining a world where rides were shared, and 90% of congestion was avoided.

TechCrunch Walkthrough Experience

  • 1,000,000 cars off the road display

    We created a mosaic made of hundreds of toy cars to bring the pledge to life. Additionally I created the slogan ‘social movement’, speaking to the ride-sharing component of MOIA and its transformative vision for society.

  • Keynote speech

    I worked with Ole Harms, MOIA CEO to create the talking points for his speech to the assembled journalists - focusing on car usage statistics and the unsustainability of the current model, as well as the promise of autonomous vehicles. We finished with the pledge to take 1 million cars off the road - something very bold for VW, who actually make 8 million cars a year.

  • Walkthrough design

    Our walkthrough featured sequential banners explaining MOIA’s vision, with detailed information on the vehicles, the algorithm, and the ride-hailing functionality, as well as an immersive VR experience of the interior.

Press

The campaign pledge I created, to ‘take 1 million cars off the road’ struck a chord with publication around the world, leading to tens of millions of impressions worldwide.