2014 Winners & Shortlists

Brief Explanation

We decided to use this opportunity to get as many people test driving a Volkswagen as possible. However, we faced a challenge – the truck was only 3 x 14 meters big! We created the first Instant Test Drive – The first test drive that uses your alternative senses to instantly experience a Volkswagen. Instead of asking people to go to the showroom to test drive a car, we brought the test drive, to them.

The Brief

Every year Volkswagen travels the region with their roadshow truck. They asked us to create an experience inside the roadshow truck.

How the final design was conceived

We made three beautifully designed, simplistic pods that lived inside the roadshow truck. Each fully immersive pod was fitted with a Volkswagen seat and soundproof walls. Once the front cover went down, users were immersed into a dark space, automatically heightening their alternative senses. We used state of the art binaural sound to instantly transport people to a jungle in the Congo, a race around the Nuremberg track or a chaotic inner city ride. We complimented each audio experience with hydraulics and wind machines, all in the comfort of a Volkswagen seat.

Indication of how successful the outcome was in the market

The Volkswagen roadshow truck has so far visited 2 countries in the region, with another 4 to go. On average it’s attracting around 1,500 people a day, and best of all, when teamed with the online experience we’ve generated a 12% increase in actual test drives across showrooms in the region.