- Client
- Volkswagen Group
- Sector
- MICE
- Type
- Trade show stand
- Year
- 2025
Volkswagen Group launched PRO SERVICE, its parts and integrated servicing proposition, at Motortec 2025: Hall 7, stand 7C04, over 300 m² divided into three zones with distinct jobs to do — a presentation ágora, a catering and networking area, and a play zone built around a Scalextric track. The automotive aftermarket show ran from 23 to 26 April at IFEMA Madrid, drawing 65,514 trade visitors from 80 countries across 710 exhibiting companies and brands. Until then, VW assessed its trade show presence using laser footfall counters.
Could VW confirm that a stand split into three zones with different purposes was delivering on each one?
Emogg Experience read audience response across all three zones in parallel throughout 25 April, one of the show's four days. Three mobile sensors and three CCTV cameras were installed that same morning, before doors opened. The record is continuous and timestamped from the start of the day to the end; the ágora was additionally segmented against the talks schedule. Available analysis cuts are zone, talk, and time band. Data was shared with the VW team during the day to track the three zones live, and the report was delivered after the show.
Yes — and each zone returned a different profile, matched to its purpose. The ágora concentrated focus (50%) at low intensity: a cognitive space behaving like one. Networking spread its response across focus (32%), activation (21%) and attenuation (21%), and its negative valence comes precisely from that attenuation, which here is the signal the zone was built for: visitors slowed down in the area designed to slow them down. The Scalextric zone recorded the highest activation (35%) and the most positive valence of the three. The less obvious reading sat inside the ágora: after lunch, attention dropped but activation rose, with afternoon speakers shifting to a closer, more interactive register. The talk that held the highest focus of the whole day was “Master PRO Grupo VW — Más cerca de ti”, the launch content itself.
For the first time, Volkswagen obtained objective measurement of the experience inside its stand, beyond a headcount of visitors: what response each zone produced, and which content held attention in the ágora. That becomes the basis for adjusting the split of space, the ágora programme and the brand's messaging at future editions. Emogg supplies the reading; the decision belongs to the client.
Emogg's solution uses no biometrics and no individual profiling: it reads group body patterns, with aggregated and anonymous data.
