As part of the launch of Volkswagen’s new small SUVs, T-Cross & T-Roc, Mango worked with DDB to create the world’s smallest car dealership.
The dealership highlighted Volkswagen’s dynamic AR technology that lets customers experience the new SUVs wherever and whenever they are, book a test drive or even purchase a vehicle online; all stemming from Volkswagen’s commitment to make the purchase experience as easy, valuable and helpful as possible.
We developed a PR-led integrated campaign by creating a compelling and newsworthy narrative that tapped into the ever-evolving online shopping trend, which given the events of 2020 was ever more relevant. The fact that you can actually ‘try on’ and buy a Volkswagen from the comfort of your own home anchored the brand in this narrative.
We utilised content of the dealership shot in a range of locations, retail trends experts and Volkswagen representatives to tell the story to media, resulting in over 200 pieces of editorial in Australia and internationally. Influencers then showcased the AR technology in their channels, bringing the experience to life.
Media highlights included TV segments comparing the AR and a real car, print coverage in News Corp papers and pieces running across a range of outlets covering tech, business, news and lifestyle.
The campaign generated a large spike in traffic to Volkswagen’s website and thousands of interactions with the AR technology. This technology is now being implemented across the Volkswagen range.