Volkswagen’s Print Ad Test Drive

Leave it to Volkswagen to always embrace media innovations in their marketing materials.  Recently, the Norwegian division of the global car-maker launched an incredible print ad that taps into augmented reality to cleverly show the new features of the car.

How do you persuade drivers of the benefits of a car, via print advertising? And without getting them to do a real-life test drive? Volkswagen in Norway addressed this by creating an app which allows users to ‘test drive’ the car within a print ad, using Augmented Reality.

The print ads appeared in some of Norway’s most popular print publications. Having downloaded the app, readers held their phone over the print ad to make the car ‘drive’ and could test out three different features of the vehicle: Lane Assist, Adaptive Lights and Cruise Control.

Check out the video showing how it works:

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