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VW NUTZFAHRZEUGE
KUNDEN CENTER

PROJECT – Online Marketing
PARTNERS – Volkswagen Commercial Vehicles / Wollmann Consulting GmbH

Buying a brand-new vehicle is a very special moment. VW want to encourage customers to pick up new vehicles in person at their Kunden Center in Hanover. Our brief was to create an engaging virtual experience that would help convince customers to take that journey.

Media

Brief

Features

Process

Checkout with family and video background.

In this shot, you can see that the family has been photographed within the 360 image. For the purposes of privacy, the two children's faces have been obscured in post production.

Comparison of embedded screens

In this example you can see the screen that was shot in the location then has had digital information added it later so that a video can play on demand. Notice that reflections have been added back in order to make the screen look much more realistic than just laying the image over.

Aim:

Encourage customers to visit the customer center to pick up their vehicles in order to nurture and expand brand loyalty.

Challenge:

– Present helpful information about the location in an intuitive way
– Convince the customer that visiting in person would be worthwhile and even enjoyable.
– Embed seamlessly within the VW commercial vehicles website.
– Match the visual and technical quality of the parent website.
– Provide a state of the art experience comparable with the company’s reputation.

Solution:

Capture the location with visitors and employees to create a lively welcoming experience. Use video avatars to greet the user and guide them through the journey. Embedded video and image screens provide entertainment and information.

Lifestyle 360º Photography

360º photography, is often a trade off between image quality and liveliness of the setting. Single shot cameras can capture a moment, but the quality is not sufficient for marketing purposes. Our goal was to reach the highest levels of visual excellence while also including visitors in the 360° images.

 

Animations

Although this is a feature common in many of our project Animation is something which is very rarely seen in other 360° work. We use a stop motion technique combined with our builder tool to allow movable objects to be interacted with in the virtual environment. In this case, the highlight was the opening of the delivery door and revelation of the vehicle and it’s light sequence resulting in a smile. There is also a running fountain on the terrace.

Video Avatars

Creating video hosts to welcome the user through the environment works if the character looks like they really are there and also that user can interact with them. We shot real representatives of the VW customer Centre in their workplace and then added them seamlessly into the virtual environment.

 

Embedded Screens

The customer Centre is filled with many different video displays offering information and promotion for products. We brought these to life by adding video and image content provided later by the client in a seamless fashion. This requires that we add all the reflections and lighting from the screen over the image.

 

Fair Weather Friends

This photography of this project took place over a number of separate visits. The initial shoot in summer captured the exterior of the location in its most beautiful state. Although it looks like a beautiful day, the avatar of Dr. Ströber the director of the Kunden Center was recorded outside in very unpleasant weather.

 

Multiple Personalities

If you look closely, you might notice that some characters appear more than one time in the same space. The 360° photographs have been worked on in post production to include the best of the people featured in them. Sometimes a person moves and is recorded again.
U
Freifrau Janua

Freifrau Janua

TÜV ADR

TÜV ADR

VW Kunden Center

VW Kunden Center