Archive notice: This article was originally published on July 22, 2009. Links and embedded videos are preserved as part of the historical record.
For the launch of the new Polo generation, Volkswagen presents its latest web special. With detailed vehicle sequences, an elaborate 3D vehicle configurator, interactive 360° views, and photorealistic films, wallpapers and screensavers, Volkswagen is ushering in a new era of online vehicle presentation. Since the official market debut on June 26, 2009, interested parties have been able to configure their desired vehicle individually at http://www.volkswagen.de/polo and experience it virtually “live.” The Volkswagen Polo web special is another joint project by Hamburg multichannel agency Tribal DDB and Stuttgart CGI and 3D specialist Mackevision, which is setting standards in multimedia 3D vehicle presentation using the latest technologies.
As part of the new Polo’s market launch, under the guiding theme “Ready for a New Class,” Volkswagen is also taking new approaches to product presentation and now offers a novel, technically sophisticated vehicle configuration on its website. For the first time, customers can view their individually configured vehicle in a photorealistic 3D presentation and experience the new Polo virtually from different perspectives, in zoom mode and through an interior view with various equipment options. To create the image content, Hamburg multichannel agency Tribal DDB relied on its proven collaboration with Mackevision, one of the world’s leading CGI and 3D service providers. The interaction between Tribal DDB and Mackevision had already proved highly successful on previous joint projects, including implementation of the web special for the launch of the new Volkswagen Scirocco. Only in May, Mackevision received both the intermedia-globe Gold and the intermedia-globe Grand Award at WorldMediaFestival 2009 for the artistic and technical implementation of the Scirocco web special.
The creative concept developed by Tribal DDB in close coordination with Mackevision envisaged presenting the Polo in a virtual metropolis under the distinctive light of the so-called blue hour. The design of the buildings, façades, streets and environmental details was based on the TV commercial, which was filmed in Los Angeles. This ensured a consistent visual language across media in product communication. The enormous creative freedom offered by a 3D production also allowed lighting and environmental elements to be adjusted at will, ensuring that the vehicle and model details were always presented optimally.
After a short intro sequence, website visitors reach the individual configuration of their new Volkswagen Polo. Various paint finishes, wheels, interior options and engine variants are available. Once the desired vehicle has been selected, the Polo sets off on a virtual test drive with integrated 360° views. Visitors can control these 360° views themselves within a predefined camera move and therefore examine their vehicle at leisure. A special effect in the form of an energy field serves as a connecting element between the respective phases of the web special, emphasising the small car’s strength and dynamism. Afterwards, users can download the new Polo to their PC as wallpaper or a screensaver, or send their vehicle configuration to friends by email.
With the Polo web special, Mackevision has once again succeeded in implementing a sophisticated campaign concept successfully and to the highest quality standards despite a short production period of only a few weeks. In addition to individual projects, Mackevision also provides companies with a powerful tool in the form of its internally developed F_BOX family of 3D applications, allowing them to generate photorealistic 3D content automatically and in the shortest possible time in-house.