DDB Sydney: VW’s new dealership thinks really, really small

Brands have always wanted to be big. That’s what made VW’s Think Small stand out. DDB Sydney is building on VW’s legacy of thinking small with a dealership people can visit on their phone.

The World’s Smallest Dealership promotes the brand’s new small SUV range and subsequent AR offering, letting consumers ‘try on’ and buy a car wherever they are.

The 28cm tall activation is an exact 3D replica of a real dealership, even featuring screens running Volkswagen TV ads. It is also fitted with QR codes for customers to scan with their phones, leading them to a dedicated website designed for virtual tours using augmented reality.

The idea taps into 2020 life. People are turning to online shopping than ever before, including big ticket items that have traditionally been sold in person – like cars. Volkswagen Australia has sold more than 460 cars online to the value of $36 million since April.

The new AR experience was designed by Tribal in partnership with Virtual Immersive. It is paired with an audio tour and uses the most advanced graphics for realism while letting Aussies choose their T-Roc or T-Cross, colour their car and play with what it looks like – in their driveway, at the beach or even the supermarket – then dive inside to look at the interiors. All from the palm of their hands.

Volkswagen chief customer and marketing officer, Jason Bradshaw, commented, “While many people wouldn’t think that Aussies are prepared to buy a car online, the success of our online store proves they’re embracing online shopping for essentials and big-ticket items. The launch of Volkswagen’s smallest dealership and AR experience is all about making buying a car online easier and more convenient so Aussies can find, test out and then customise the perfect car for them.”

DDB creative director, David Jackson, stated, “The launch of these two small SUVs was huge news for Volkswagen, so when Covid threw us a curveball just before launch, we had to get creative. Even with gradual re-openings happening, the usual trip to the dealership mightn’t be something people are comfortable with, so the Smallest Dealership has been integral as a way to promote the range and get people experiencing it. The craft of the dealership is breathtaking, it’s taken countless hours to pull together, and the effort really shows.”

Explore the World’s Smallest Dealership here.