Kaare Øystein Trædal
TRY Dig
CCO
The primary goal of the campaign was to raise awareness of the "over-the-air" updates available in all Volkswagen ID. models. As Norway's largest passenger car brand, Volkswagen also wanted to offer people the chance to refresh their knowledge of traffic rules.
The Volkswagen theory test quiz was a digital campaign where users completed a short theory test consisting of 15 questions. By completing the quiz with enough correct answers, participants entered a draw to win a free driver's license.
Concept and Solution
Volkswagen wanted to highlight the ability of ID models to update themselves "Over-the-Air."
Insights showed that many adults hadn't kept up with the numerous changes in traffic regulations and signage since they first got their license. As a result, we realized that even experienced drivers might need an "Over-the-Air" update on traffic rules. The solution was a theory test quiz focusing on the updates that many people hadn't noticed.
To replicate the interactive feel of the ID-series display, we let users scroll into the car in real-time 3D using WebGL, where they could complete the quiz directly on the display. This was made possible by using a detailed 3D model of the Volkswagen ID.4 and a camera navigation curve that users followed by scrolling.
Results
The average time spent on the site was 13.5 minutes, with over 80% of users completing the entire experience from start to finish.
