As technologies evolve, consumers’ buying habits are evolve as well. They are demanding a more frictionless, personalized journey throughout their buying experience. A major part of this evolution is online shopping. But for the auto industry where physically seeing and interacting with the vehicle is a major step in the process, viewing a vehicle on a flat screen in a basic internet browser is a major obstacle. To introduce and engage viewers with the ID.4 necessitated a breakthrough campaign based in data, insights and innovative technology. These elements were further charged by the power of NBCU’s @homeshopping commercial innovation in order to put the control directly into the hands of the consumer.

The launch of a revolutionary automobile like Volkswagen’s newest EV, the ID.4, required a revolutionary way of showcasing it. This began with two custom content pieces featuring NBC fan-favorite, Retta (Parks & Recreation, Good Girls). Each integrated content piece featured Retta’s infectious joy in different ways. The first took advantage of her spectacular voice in an exclusive, original song that highlighted the morning motivation that the ID.4 enables. The second leaned into her friendly manner, engrossing viewers with a cute and unexpected twist ending. Both spots featured a CTA for the QR code, promising viewers a unique shopping experience with Retta herself through the latest in AR technology! Once in the AR experience, Retta welcomed users with her signature comedy and warm, friendly manner. This creative blend of modern technology with a topnotch pop-culture personality provided an experience that wasn’t just informative it was entertaining.

To reach the maximum number of viewers, NBC scheduled the two custom content pieces in high-profile shows in prime and late-night. This plan was founded in a data driven campaign targeting VW’s highest opportunity audience. To broaden that audience, it was boosted by a targeted reach campaign on Peacock and Apple News. But as consumers become more familiar with electric vehicles, there needed to be a way to showcase how the ID.4 differentiated itself. Therefore, a QR code was essential as it gave consumers access to the virtual showroom. The immersive, AR experience allowed users a complete tour of the ID.4, interior and exterior. To complete the journey, the consumers weren’t left in a void of choices - it was further brought to life as the personable Retta made AR feel real by providing entertaining and informed commentary on the variety of options and features of the ID.4.

This multi-step journey that brought the showroom to the consumer, started where it ended, in viewers’ living rooms. With its prominent placements across NBC’s highest rated hours, the custom content pieces captured viewers’ imaginations. These two pieces each featured a CTA to activate NBCU’s @homeshopping QR code for a more personal experience with Retta. Utilizing the latest in data insights, the campaign then targeted audiences on Peacock and Apple News. All this led the viewers to the immersive AR environment where they could interact with Retta and, more importantly, the Volkswagen ID.4. The experience was brought further to life as Retta provided a variety of scripted responses to the ID.4’s features, giving the whole experience that authentic showroom feel.

The experience didn’t just drive results, it went off the map with them! Viewers delighted in the revolutionary, AR technology, spending, on average, 1:48 with Retta in the virtual world. This led to an incredible +65% increase in model page visits on Volkswagen’s website. And consumers didn’t stop there as the “build and reserve” page for the ID.4 received increased visits by 100%!