Tribal DDB London and Proximity London have created an augmented reality campaign for the Volkswagen Golf, targeting new buyers and Golf prospects.

The campaign gives the user an immersive experience of the car and in order to activate the AR, users must either receive the direct mail pack containing the code, or they can go to www.volkswagen.co.uk/golfmatch3d. Here they can print off their own code and use it with a webcam to view the Golf Match model in a 3D space.

The printing card is recognised by the webcam and becomes a road with the AR car travelling along it. The user can then tilt the road to make the car go faster or slower, and a number of spots appear around the car highlighting the various features.

This interactive feature enables prospect buyers to have a closer look at the car and almost experience what it would be like on the road.

Josie Taylor, communications manager at Volkswagen, says: ‘The advantage of using augmented reality is that it really delivers a closer and more engaging experience with Volkswagen.’