VW: Virtual Test Drive

The background

Volkswagen wanted to introduce drivers to the all-new electric ID.4 SUV. So we created a virtual test drive that lets people picture themselves behind the wheel and explore the car’s numerous cutting-edge features.

The execution

The ID.4 EV Virtual Test Drive is an immersive, first-of-its kind virtual experience that reaches people primarily through Pinterest. Users can choose to drive along the coast or through the mountains, then sit back, relax, and look around the car in a 360º interactive view as it drives.

We designed the experience to feel like a scavenger hunt, placing hotspots around the car and encouraging people to look around and learn about the ID.4. Every action is intentional and reinforces the car’s impressive features: If users look up while in the mountains, they learn about the panoramic glass roof and are rewarded with a view of the Northern Lights. Our team brought it all to life with WebGL and 360º videos to deliver a highly advanced driving experience in a web browser.

This adventurous project combines many forward-thinking objectives in one: the shift toward enhanced virtual experiences; the blurring of the lines between in-person and online shopping; and the future of product discovery.

The results

Repeat engagement went through the panoramic glass roof. The majority of users tried both versions of the test drive, and an unexpectedly high number of them continued on the journey to customize their own ID.4 and learn more about the car.

We greatly enjoyed expanding our relationship with Pinterest and feel inspired to find new ways to engage their highly active audience. It was an excellent reminder that you can do a lot within a single ad unit.