Posted by: Tribal DDB | Date added: Thu 26 Aug 2010
Tribal DDB London and Proximity London have created an integrated augmented reality (AR) campaign for the Volkswagen Golf Match targeting new car buyers and Golf prospects.
At the heart of the campaign is an augmented reality version of the Volkswagen Golf, which gives users an immersive experience of the car.
The AR model, built by Tribal DDB and hosted on the Volkswagen website, launches on 26 August. It is supported by a direct mail piece, created by Proximity, which will be sent to prospects in September.
In order to activate the AR users must either receive the direct mail pack containing the AR code, or go to www.volkswagen.co.uk/golfmatch3d. Here they can print off their own code and use it with their webcam to view the Golf Match model and its key technological features in a 3D space.
The printed card is recognised by the webcam and becomes a road with the AR car travelling along it. The user can tilt the road to make the car move faster or slower. A number of spots appear around the car highlighting the various features via pop up text panels detailing the cruise control, parking sensors and all other features of the car. This interactive feature enables prospects to have a closer to real life experience of the car in the digital space.
When buying a car, more and more people are going online to research. Tribal DDB was briefed to give Volkswagen consumers a better experience online, where they can learn about the car from the comfort of their own home.
Josie Taylor, communications manager (small cars) at Volkswagen, said: ‘The advantage of using augmented reality is that it really delivers a closer and more engaging experience with Volkswagen.’
Victoria Buchannan, creative director at Tribal DDB added: ‘On the surface it is a straight forward use of augmented reality, but in terms of overall user journey it is a big step closer to the levels of experience we want Volkswagen prospects and customers to have with the brand. This isn’t AR for the sake of AR, it has a practical application of the technology which is very useful for prospects’.
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