VW Passat B8

Client: Volkswagen AG

Partners: Grabarz & Partner, zweiteHeimat

Year: 2014

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Volkswagen offers a multi-media product experience in the shape of augmented reality communications about the new VW Passat.

By linking print, mobile and digital features in an expert way, the car is presented in an unusual showcase over a 12-page spread of ads. The visuals are pared down and serve as a launch pad for a very special user experience. Users holding end devices with the free augmented reality app Layar and scanning the ad pictures can experience selected highlights interactively. They can also delve further into the new Passat’s world of digital experiences.

Mackevision and agency zweiteHeimat are jointly responsible for all the digital content. You can view or download the ads and the videos on the www.passat.com/erleben microsite.

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