Volkswagen

VW Electric Café. Augmented Reality, That Seems a Bit Surreal.

There are a couple of things that struck me when I saw this video on YouTube. First it’s a great use of Augmented Reality to advertise the thrifty nature of the VW Electric Golf. Second, it is how absolutely Western the setting, and people look. The Chinese people, not the token white guy in the video.

I know there is a huge fascination with western culture in China, and especially all things American, but Ogilvy Beijing and Ogilvy Hong Kong took it to a new level by using only English language titles in the Augmented reality application, and by making the only place the application functions a café that feels like a cross between an Apple store and a Starbucks.

The Augmented Reality app “Electric Café” from Volkswagen, was setup to educate and inspire people in China about how energy efficient the VW Electric Golf actually is in comparison to other electric appliances they use every day.

The café is peppered with AR markers on each of the appliances that are in the Café space.When an iOS device is pointed at any of the markers the AR experience comes to life and shows a comparison between the appliance, and how far you could drive the Golf based on the amount of juice that appliance uses in a day. It’s a pretty clever idea, and one that I wish I knew more about that strategy behind. I’d be really curious to see what the thinking was behind the very western execution of this.

By the way, is it just me, or do all of the people in this video look like they were just plucked out of some mid-western shopping mall in America.

“Polo Dad”. A Dad, a Car, a Daughter, an Ad.

With Father’s Day right around the corner, Volkswagen UK has released a new TV spot for the Polo. There is no dialog used through out the spot, but the story telling and emotional connection is there. More importantly, the actual product is hardly noticeable until the very end of the spot.

The car is featured through out, but done so in a very subtle way, pushing the focus onto the relationship between the father and daughter. The really nice tie in here is how VW manages to make the connection  between the father figure, the daughter, the car and the brand with the two lines of copy at the end. “Stay in safe hands”, and “Polo, small but tough”.

“Our new TV ad for the Volkswagen Polo shows the evolving relationship of a protective father and his daughter, from the moment he first brings her home from the hospital to the day she finally leaves home, when he hands her the keys to a shiny new Polo — ensuring she “stays in safe hands”.

Chip Foose: “My First Golf” for the 2012 Golf R.

If you are an auto enthusiast you probably know the name “Chip Foose”. The guy is a legendary auto designer that specializes in customizing cars. If you have ever seen the TV show “Overhaulin”, then you have probably seen Chip sketch out his designs by hand the old school way. I have to say this is one of the reasons I’m a fan of this guy. He has a great style, and his 25 years behind a pen shows.

The video below was created by Volkswagen to help introduce the 2012 Golf R to America. It is really nice short film featuring Chip doing his thing as he reminisces about his VW Golf. This little film features some really nice camera work and lighting. Even if you aren’t a car nut it’s worth a watch. Great visuals, nice mellow soundtrack, solid editing and color grading. Totally worth 2 minutes of your time.

SoundMachines… Wow!

WOW! This is really pretty bad ass. Great design, innovative User Interface design, simple, effective, easy to use.

SoundMachines An instrument for performing electronic music is the brainchild of  Agency Vok Dams, in Hamburg for Volkswagen. Designed and developed by Yannick Labbé, Matt Karau
, and Andreas Schmelas, SoundMachines is a series of digital turntables that use light to translate concentric visual patterns into control signals for further processing in any music software.

If that last sentence makes you say “What?”, just watch the video.

The SoundMachines premiered on the Volkswagen New Beetle stand at the IAA motor show in late Summer 2011. In cooperation with the sounddesigner/producer Yannick Labbé of TRICKSKI fame, Vok Dams developed three unique discs, each controlling one track of an Ableton Live Set exclusively made for this specific event. The entire show was supported by a set of realtime generated visuals, running on a 80 foot wide LED wall.