Volkswagen Promotes New Passat with Interactive Newspaper Campaign
Volkswagen is the latest in a number of large automakers to add Augmented Reality and Interactive Print to its marketing strategy. Similar to Nissan Canada’s print takeover from 2012, Volkswagen has launched a sizable newspaper ad campaign in its home country of Germany with Interactive Print enhancements placed front-and-center.
A full twelve-page advertisement in Welt am Sonntag (Germany’s largest Sunday newspaper) shows off the new high-tech features of the 2015 Volkswagen Passat with videos that play right off the page when scanned with the Layar App. Additionally, readers can play with an interactive widget using Layar to view the new Passat with their own choice of color and rim style.
In total, the ads will be part of a circulation of over 400,000 newspapers. The pages have also been compiled into a brochure that will be distributed to every German Volkswagen dealership, as well as select business hotels including Radisson, Grand City Hotel, and Holiday Inn. Over 164,000 copies of the booklet are initially being shared.
The campaign was produced by Volkswagen’s German advertising agency Grabarz & Partner, with digital content production by Mackevision and zweiteHeimat. Limebizz, an Advanced Layar Partner, was employed to help with the AR and Interactive Print items.