The campaign, created by Tribal DDB and Proximity London, targets new car buyers and potential customers for the Golf. Tribal DDB has built an AR version of the car, which is hosted on a specially created VW website. The site aims to give people a fully immersive experience of driving the new car.

The website has just launched, while the direct mail piece designed by Proximity London will go out this month to drive people to the site. To activate the AR car, recipients must use a printed card and AR code sent out with the mail pack, or go to the VW website and print off a code. When used with a webcam, the code will allow users to view the Golf Match model in 3D.

The webcam also recognises the printed card and becomes a road with the AR car travelling along it. The user can tilt the road to make the car change speed. Several spots appear around the car highlighting the cruise control, parking sensors and other features via pop-up text panels.

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

Victoria Buchanan, creative director at Tribal DDB adds: ‘On the surface it’s a straightforward use of augmented reality, but in terms of overall user journey it’s a big step closer to the levels of experience we want Volkswagen prospects and customers to have with the brand. This practical application of the technology is useful for prospects.’