Volkswagen takes over car vending machine in electric OOH campaign

Volkswagen Singapore has taken over Ten Square in its latest OOH campaign. 

The campaign, titled "Great things start with a smile: The all-new, all-electric Volkswagen ID. Buzz" aims to create awareness for the launch of ID Buzz. 

The campaign sees the brand replacing all the cars in the car vending machine and bringing in instead, its electric ID Buzz models. This is the first time a car brand in Singapore has taken over Ten Square with a display of 13 brand new cars. 

In addition, the German carmarker has also taken over the building's digital billboard with visuals of the ID Buzz and the Volkswagen logo. 

Don't miss: Volkswagen goes on food tour with The Daily Ketchup in first-ever Asia podcast campaign

When MARKETING-INTERACTIVE reached out, Volkswagen Singapore said "The ID.Buzz is more than just a car. It's a symbol of Volkswagen's iconic Type 2 Microbus, reimagined for the electric era. Its timeless smile is a reminder that some things never go out of style. It’s also known for vibrant colours." 

"We knew we had to look into unique out-of-home displays to create an impact on its debut in ASEAN. Thanks to the passion for the Volkswagen Kombi from the founder of Ten Square, we got in direct contact with Gary Hong to start discussions more than a year ago. The rest is history as they say. We found the perfect partner in Ten Square, an iconic building for an iconic van," it added. 

That's not all, Volkswagen Singapore will also be running a giveaway for fans of the brand in Singapore. 

As part of the giveaway campaign, participants will have to snap a photo of the Ten Square tower and count the number of orange ID Buzz cars in the tower. 

Participants will later have to share the photo on Instagram Story with the hashtag '#WhatsTheBuzz" and tag Volkswagen Singapore. 

The giveaway campaign will run until 23 October where winners can stand a chance to win exclusive merchandise. 

Meanwhile, Volkswagen Singapore will be taking over Ten Square until 29 October. 

"Ten Square was the ideal location for this activation due to its eye-catching appearance, ingeniously uniting sustainable architecture and community engagement. Since 14 ID. Buzz vehicles were moved into Ten Square in spectacular fashion on 15 October, we have seen widespread interest in the cars both on social media and customer enquiries," said Isabela Pascu, assistant director, marketing and communications. 

This campaign comes as the carmaker took listeners on a food tour in its new podcast campaign to celebrate the launch of its All-Electric ID.4 car electronic vehicle (EV) in Singapore in August. 

Marking the brand's podcast advertising debut in the Asian market, the campaign aims to reach consumers interested in EVs while addressing the prevalent issue of "range anxiety". "Range anxiety" is the concern that an EV won't have sufficient charge to complete its journey.

It also aims to enter "Singapore's longest test drive", a relay in the Singapore Book of Records that tests the distance of hybrid and EV models. 

In partnership with podcast company Acast, the campaign featured hosts recording an episode while crisscrossing Singapore in the ID.4, showcasing the vehicle’s range in a relatable and engaging manner. 

To bring the project to life, Volkswagen leveraged Acast's creator network and partnered with podcast The Daily Ketchup to go on a food tour. The podcasters mapped out a driving route to taste hokkien mee at four different hawker stalls, bringing them to four corners of the city in a single day.

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