Volkswagen · 2016 · innovation.rocks
A VR test drive that arrived in the mailbox.
A VR mailing campaign: a letter-sized pack with fold-out cardboard goggles took Volkswagen customers into the new Tiguan, using gaze-only interaction anyone could pick up instantly.
ClientVolkswagen
RoleDesigner
DisciplineAR / spatial UX
ScopeConcept → shipped
Fig. 00 — VW Tiguan VR by post. (Real project image.)
01 — The brief
A VR test drive that arrived in the mailbox.
ProblemReach customers at home with a Tiguan preview, no hardware or skills.
ConstraintsShips flat as post · cardboard fold-out goggles · gaze-only, no controller · cold audience, zero onboarding.
My work3D environment · UI · story · gaze-only UX · cardboard viewer.
DecisionGaze-only interaction across three scenes: design room, city, test drive.
02 — The key decision
Designed for an audience you can't teach anything.
Still from the official campaign video — the gaze-only VR experience mailed to customers. Source: The Tiguan Virtual Reality Experience — Volkswagen seeMore.
03 — Outcome
What it achieved.
Results
Gaze-only
Zero-onboarding UX
By post
Scaled mailing