The development of the brand car magazine “Das Auto. Magazine” by Volkswagen started with the goals of being approved by different markets in the world, contributing to the enhancement of the global recognition of the brand and improving customer communication. In accordance with its cross media concept, the editorial content management utilises the specific strengths of the channels and complements the print edition, and in particular the content-related features programmed for the iPad app, with a responsive web design. Facilitated by a versatile layout that is marked by vibrant photo spreads, each brand area thus has the possibility of placing individual content and compiling the magazine into a clearly outlined form that is specifically targeted to reflect regional differences. The area editors thus can choose not only the channels but also the extent to which they want to adapt this magazine with its clear typography and variable design to their needs.
Statement by the jury
»This brand magazine is convincing because it not only allows for simple, intuitive navigation and orientation, but also offers an entertaining novel approach for staging the content. The multitude of interaction possibilities and animations, as well as the specific content modules that keep appearing and disappearing, lend it an overall lively and inspiring appearance.«