Road Tales

Volkswagen

We created award-winning location-based interactive audiobook to transform car rides in magical journeys.

Challenge

Innovating the travel experience

To engage its core audience, Volkswagen needed an idea that would promote how it makes car journeys more enjoyable for families. Children are increasingly looking to screens for entertainment in car journeys, so how could the automotive brand use technology to stimulate children’s imagination whilst they are travelling?

Solution

The end of 'are we nearly there yet'

We created a digital product and a campaign that used location-based interactive audiobooks to transform ordinary road objects into magical characters of a story. ‘Road Tales’ uses a custom developed story-engine that creates unique tales based on the location of the user. To ensure the stories react to the environment, the team scanned all Dutch highways to identify objects like bridges, windmills, trees, petrol stations, and other main objects to transform them into story elements.
Play

Results

Globally recognised experiences

The app reached number one in the app store within 24 hours and won six Silver Cannes Lions in Entertainment, Brand Experience, Audio, Digital Craft, and Mobile.