A new augmented reality experience greeted Singaporeans on the first day of the new year. An interactive print advertisement placed by Volkswagen Singapore in the local daily, The Straits Times, allowed readers – for the first time – to partake in user interaction with a print ad using their Apple iOS devices to discover the whole range of Volkswagen models.
This new experience also marks the first-phase launch of the “VW SG” Apple iOS device application, which activates the augmented reality component of the ad. Additionally, users will literally have the Volkswagen showroom at their fingertips to explore model features and even book a test drive with just one touch. While intuitive in nature, the application has a little video guide hosted on the Volkswagen Singapore website. The campaign serves to provide a platform which allows customers to access Volkswagen any time and anywhere.
Jamie Lee, General Manager of Marketing Communications, Volkswagen Group Singapore said, “With the high penetration rate of smartphones, we feel the need to be on the mobile platform to provide convenience to our customers and to anyone who might be interested in our cars. This is just the beginning. In time, we hope to drive this forward with innovative features and functionalities synonymous with the Volkswagen brand to allow our customers to connect with us at a deeper level.”
Jeff Cheong, Head and Executive Creative Director, Tribal DDB Singapore added, “We look forward to using this application to enhance the overall showroom experience for Volkswagen. With technology and creativity, we believe the app will be able to serve as an ‘always on’ platform for customers to access Volkswagen.”
Volkswagen’s augmented reality print ads will run through February 2012 and will also be available at the Volkswagen showroom. Media planning duties were handled by Mediacom.
The “VW SG” application is available for download from the iTunes app store. http://itunes.apple.com/sg/app/vw-sg/id488075606?mt=8&ls=1
The YouTube video demonstrates how the augmented reality print ad and app works. http://youtu.be/hh8ZXgTO53c