Augmented reality (AR) is at the heart of the advertising campaign for the new Volkswagen Golf Match.

Created by Tribal DDB London and Proximity London, the campaign features an augmented reality version of the car which can be examined by the consumers in 3D space.

The augmented reality experience is activated by showing a card containing an AR code to a webcam on consumer’s computer. The 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 consumers to have something close to a real life experience of the car.

Volkswagen is hoping that augmented reality will help to give consumers a better experience while researching online. Augmented reality enables consumers to have a closer look at the key technological features in a 3D space from the comfort of their own home.

“The advantage of using augmented reality is that it really delivers a closer and more engaging experience with Volkswagen”, Josie Taylor, communications manager at Volkswagen, said.

Victoria Buchannan, creative director at Tribal DDB added that augmented reality was not used just for the sake of it.

“On the surface it is a straightforward 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”, she said.

“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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