Volkswagen Opens World’s Smallest Dealership In New Campaign Via DDB Sydney

Volkswagen Opens World’s Smallest Dealership In New Campaign Via DDB Sydney
B&T Magazine
Edited by B&T Magazine
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Volkswagen and DDB Sydney have created what they describe as the world’s smallest dealership, to promote the former’s new small SUV range and subsequent AR offering.

Potential auto buyers can now ‘try on’ and buy one of Volkswagen’s small SUVs—the sporty T-Cross and T-Roc, which recently arrived in Australia after launching in Europe a few years ago—wherever they are, with a new AR activation creating an exact 3D replica of a real dealership.

It even features screens running Volkswagen TV ads, and is fitted with QR codes for customers to scan with their phones, leading them to a dedicated website designed for virtual tours using augmented reality.

According to DDB Sydney, more Australians are turning to online shopping than ever before, with the coronavirus pandemic a catalyst for shoppers to go online for a wider range of things, including big ticket items that have traditionally been sold in person, like cars.

Volkswagen Australia has seen these trends first-hand: the carmaker has sold more than 460 cars online to the value of $36 million since April, leading to the launch of the ‘World’s Smallest Dealership’, an activation that highlights the need for more choice and convenience in the way Aussies shop for cars.

The new AR experience, designed by Tribal in partnership with Virtual Immersive, transforms the way people can shop for cars.

Paired with an audio tour, it uses advanced graphics for realism while letting Aussies choose their T-Roc or T-Cross, colour and play with what it looks like in their driveway, at the beach or even the supermarket, before diving inside to look at the interiors, all from the palm of their hands.

Volkswagen chief customer and marketing officer Jason Bradshaw said: “The launch of Volkswagen’s smallest dealership and AR experience is all about making buying a car online easier and more convenient so Aussies can find, test out and then customise the perfect car for them.”

“The launch of these two small SUVs was huge news for Volkswagen, so when COVID threw us a curveball just before launch, we had to get creative,” DDB creative director David Jackson said.

“Even with gradual reopenings happening, the usual trip to the dealership mightn’t be something people are comfortable with, so the Smallest Dealership has been integral as a way to promote the range and get people experiencing it.

“The craft of the dealership is breathtaking, it’s taken countless hours to pull together, and the effort really shows.”

You can check out the World’s Smallest Dealership AR experience for yourself, here.

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