Volkswagen, PHD and DDB are cruising into the future, and you're invited to jump in the driver's seat.
Volkswagen is driving into the future in its latest interactive out of home (OOH) campaign for the Golf 7.5.
Developed by PHD, the screens are part of a wider campaign using media and technology to simulate experiences that demonstrate the Golf’s features.
The new Golf 7.5 ‘makes the future real’ by enabling drivers to interact with the vehicle’s 'info-tainment' system through gesture control.
This new feature is 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 bus shelter panels are situated across Sydney, Melbourne, Adelaide and Brisbane.
Volkswagen brand communications manager Julia Reimnitz says: “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”.
The campaign is also supported by a virtual reality (VR) 360-degree video from DDB that shows 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.
Check out the spot and VR ad here:
PHD group business director Kim Raicevich says the campaign is innovative and is a great reflection of the Golf brand and its intuitive features.
Adshel Sydney sales director Kim Norman says: “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.”