Volkswagen looks to ‘world’s smallest dealership’ to drive online sales
The world’s smallest dealership has been created to promote Volkswagen’s new range of small SUVs.
The activation is a 28cm tall, an exact 3D replica of a real dealership and fitted with QR codes that direct viewers to virtual tours of the new cars.
The activation was developed to take advantage of the widespread shift to online shopping that has occurred this year, including big ticket items such as cars. Volkswagen Australia has sold over 460 cars online to the value of $36 million since April.
As well as being placed on the tiny dealership, the QR codes to initiate the experience are accessible on the Volkswagen website. The augmented reality (AR) experience enables shoppers to explore the features of the T-Roc and T-Cross, decide on colours and even see what the vehicle will look like in their own driveway.
Volkswagen chief customer and marketing officer, Jason Bradshaw, said: “While many people wouldn’t think that Aussies are prepared to buy a car online, the success of our online store proves they’re embracing online shopping for essentials and big-ticket items.
“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.”
DDB Sydney was the creative force behind the campaign, with the group’s agency Tribal developing the AR experiences.
The dealership has appeared on the streets of the Sydney CBD and in influencer feeds to attract attention to the activation.
DDB creative director, David Jackson, said: “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.
“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.”
Credits
Creative agency: DDB Sydney
Digital agency: Tribal
PR Agency: Mango Communications
Production Companies:
AR Build: Virtual Immersive
Model Build: Yippee Ki Yay
