Volkswagen Singapore and Tribal DDB Launch First Augmented Reality Print in Singapore, Powered by Apple iOS devices

Jan 06, 2012 (11:01 AM EST)

SINGAPORE, Jan. 6, 2012 /PRNewswire/ -- A new augmented reality experience greeted Singaporeans on the first day of the new year. An interactive print advertisement placed by Volkswagen Singapore in the local daily, The Straits Times, allowed readers – for the first time – to partake in user interaction with a print ad using their Apple iOS devices to discover the whole range of Volkswagen models.

This new experience also marks the first-phase launch of the "VW SG" Apple iOS device application, which activates the augmented reality component of the ad. Additionally, users will literally have the Volkswagen showroom at their fingertips to explore model features and even book a test drive with just one touch. While intuitive in nature, the application has a little video guide hosted on the Volkswagen Singapore website. The campaign serves to provide a platform which allows customers to access Volkswagen any time and anywhere.

Jamie Lee, General Manager of Marketing Communications, Volkswagen Group Singapore said, "With the high penetration rate of smartphones, we feel the need to be on the mobile platform to provide convenience to our customers and to anyone who might be interested in our cars. This is just the beginning. In time, we hope to drive this forward with innovative features and functionalities synonymous with the Volkswagen brand to allow our customers to connect with us at a deeper level."

Jeff Cheong, Head and Executive Creative Director, Tribal DDB Singapore added, "We look forward to using this application to enhance the overall showroom experience for Volkswagen. With technology and creativity, we believe the app will be able to serve as an 'always on' platform for customers to access Volkswagen."

Volkswagen's augmented reality print ads will run through February 2012 and will also be available at the Volkswagen showroom. Media planning duties were handled by Mediacom.


The "VW SG" application is available for download from the iTunes app store.

The YouTube video demonstrates how the augmented reality print ad and app works.


Tribal DDB Singapore ( is a full-service interactive agency that focuses on across-the-board, front-end digital solutions, from web to mobile and beyond. Tribal is committed to creating digital solutions through original digital marketing programs which generate compelling experiences for the end-user. First founded in 2001 as a division of DDB Group Singapore, Tribal DDB Singapore is one of 35 Tribal DDB offices spanning 21 countries. In 2011, Tribal DDB Singapore was awarded Campaign Asia Pacific's Digital Agency of the Year for the Southeast Asia region, and Marketing Magazine's Digital Agency of the Year in Singapore.


Tribal DDB Worldwide ( is an Advertising Age A-List Agency headquartered in New York, with 60 offices spanning 42 countries around the globe. Since it was founded in 2000, Tribal DDB has expanded and been recognized well beyond its digital roots.  By 2005, Tribal DDB was named Interactive Agency of the Year by Adweek and at the Cannes International Advertising Festival, where it took home the most Lions and the Cyber Grand Prix. This was followed in 2007 by Tribal DDB being the first "digital" agency to win Global Agency Network of the Year from Advertising Age, and then, in 2009, being the first to win the Grand Prix in Film at the International Advertising Festival at Cannes. Tribal DDB continues to draw on its expertise in digital innovation and its heritage of creativity and insights to bring clients the most effective and differentiating marketing solutions for today's world.  Tribal DDB Worldwide is part of Omnicom Group's DDB Worldwide.