Volkswagen opens World’s Smallest Dealership to launch small SUVs
Volkswagen and DDB continue legacy of ‘thinking small’ with a dealership you can visit from the comfort of your own phone.
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Volkswagen and DDB Sydney have created the World's Smallest Dealership to promote the automotive's new small SUV range and subsequent AR offering, letting consumers ‘try on' and buy a car wherever they are.
The 28cm (11 inches) tall activation is an exact 3D replica of a real dealership, even featuring 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.
The dealership has toured iconic Australian locations, including the Sydney Opera House, Bondi Beach, and the Sydney Harbour Bridge, proving that even in the era of social distancing visiting a dealership is still an option.
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- Agency DDB/Sydney
The new AR experience, designed by Tribal in partnership with Virtual Immersive, transforms the way people can shop for cars, as online shopping continues to grow in popularity due to COVID-19, even for big-ticket items.
Paired with an audio tour, it uses the most 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.
DDB Creative Director David Jackson said: “The launch of these two small SUVs was really big news for Volkswagen, so when COVID threw us a curveball just before launch we had to get clever. 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 hundreds of hours to pull together and the effort really shows.
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