Volkswagen's augmented-reality first in Singapore

To enable readers to actually interact via their Apple iOS devices, the car manufacturer has launched phase one of its ‘VW SG’ Apple iOS app to activate the augmented reality component of the print ad. It enables users to have the Volkswagen showroom at their fingertips to explore model features and even book a test drive with just one touch.

Jamie Lee, general manager of marketing communications at Volkswagen Group Singapore, said that with the high penetration of smart devices, the company sees the need to be on the mobile platform to provide convenience to its customers and interested customers.

“This is just the beginning. In time, we hope to drive this forward with innovative features and functionalities, synonymous with the Volkswagen brand, to allow our customers to connect with us at a deeper level,” said Lee.

Volkswagen’s augmented reality print ads will run in The Straits Times until February 2012 and will also be available at the Volkswagen showroom. Media planning duties were handled by Mediacom.

Jeff Cheong, head and executive creative director at Tribal DDB Singapore, meanwhile said, “We look forward to using this application to enhance the overall showroom experience for Volkswagen. With technology and creativity, we believe the app will be able to serve as an ‘always on’ platform for customers to access Volkswagen.”