Volkswagen is promoting the 2012 Beetle in Canada with an out of home advertising campaign using augmented reality to allow mobile device users to see Beetle Juiced Up animations designed to show the aggressive and performance oriented nature of the new car. The AR animations can be seen on gigantic billboards in Toronto’s Dundas Square, as well as on transit shelters throughout Vancouver and Toronto. The animations themselves show the Beetle launching itself through billboards, jumping off of a massive ramp that appears to emerge from the side of a building, and smashing through transit shelters after racing through a long tunnel that appears to be built behind the shelter itself.
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The out-of-home campaign runs from September 26 to October 30 in Vancouver, Toronto and Montreal. In addition, an online digital campaign will run from October 26-November 26. The free app can be downloaded at vwjuicedup.ca.
The Juiced Up campaign was developed at Red Urban, Canada, by creative director Christina Yu, copywriters Matt Syberg-Olsen, Jon Taylor, art directors Damian Simev, Liam Johnstone, producers Andrea Hull, Sam Benson, account director Nicole Milette, tech consultant Joe Dee.