PHD, DDB & Volkswagen Launch New Golf With Gesture Controlled Outdoor Panels
The new Golf 7.5 ‘makes the future real’ by enabling drivers to intuitively interact with the vehicle’s infotainment system through gesture control. This new feature is creatively demonstrated through custom built Adshel bus shelter panels, which allow users to experience the feeling of gesturing to change a music track, with a simple horizontal swipe as they would in the Golf.
The panels are part of a wider campaign which utilises media and technology to provide consumers with simulated experiences that demonstrate and dramatise the benefits of the Golf’s features in relatable ways. The bus shelter panels are situated across Sydney, Melbourne, Adelaide and Brisbane.
Another highlight is a virtual reality (VR) 360-degree video featured across digital and social media platforms. This allows the user to have a virtual tour of the interior of the new Golf 7.5 with the child from the TVC.
The creative developed by DDB Sydney aims to show how Volkswagen ‘makes the future real’ by telling the story of a child who dreamt they would one day drive a vehicle just like the Golf 7.5.
Julia Reimnitz, brand communications manager, Volkswagen said “The Golf brings a number of new, first to market technologies such as gesture control to the small car segment, so naturally we wanted to be fresh and innovative in the way we use traditional out of home media”.
Commenting on the campaign, Kim Raicevich, PHD Group Business Director, said, “This innovative media approach is a great reflection of the Golf brand and its intuitive features. Smart thinking and collaboration have been key to the creativity and we are all very proud of the outcome”.
Kim Norman, Sydney sales director, Adshel also commented, “Our live panels are the perfect solution to bring to life the new Golf’s gesture control feature, allowing consumers to experience and engage with the product’s technology.”
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