VW heads into future with interactive Golf campaign
Volkswagen has worked to bring the hand gesture controls of its new Golf 7.5 to life through an outdoor campaign using interactive digital screens.
The outdoor developed by PHD plays on the creative strategy developed by VW’s creative agency DDB featuring a child dreaming about his future car and what it would be like to drive.
The ad highlights the use of gesture controls and the outdoor campaign takes the ad a step further using custom-built Adshel panels to use gestures to change music tracks the same way they would in the car.
VW is advertising its new gesture control with custom-built outdoor panels
Julia Reimnitz, brand communications manager for Volkswagen, said the panels would be situated at bus shelters across Sydney, Melbourne, Adelaide and Brisbane.
“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,” Reimnitz said.
The campaign is also being supported with 360-degree videos on YouTube with the child starring in the ad conducting a personal tour of the Golf.
