Road Tales

Looking out of the car window used to be what kids did on road trips–but now, screens mean that they barely glance outside sometimes. Volkswagen has decided to counteract this with an interactive solution which, while it still relies on an app, means that kids are more connected with their journey.

“Road Tales” is an app featuring interactive audiobooks that creates unique tales based on the location of the user and transform ordinary road objects into  characters in a story. To make this happen, the Amsterdam based agency scanned all major Dutch highways (over 5000 km of road) to identify objects like bridges, windmills, trees, petrol stations and turn them into story elements. It collaborated with children’s book writers to write the story chapters, which are triggered by objects along the road.

The whole family can use the books, explains creative director Kika Douglas: “Parents can play the story through the sound system of the car and then put the phone away.  The characters of the story also ask the passengers to play family games, like guessing a color of the next car or doing a countdown to launch a rocket before entering the tunnel, or warning them to put their head down before going under a bridge.”

Developed for Dutch children between 4-11 years old, the app can be downloaded for free. It’s being promoted to parents via a social campaign, influencer strategy and online video.

Source: https://adage.com/creativity/work/volkswagen-road-tales/969896
Why it’s hot
The Screen-less era is coming with voice-first solutions. Surprises like Road Tales can live in both digital and physical worlds. According to Gartner, web browsing will be screen-less by 2020. It’s about time we start thinking about voice-only experiences that can transform how we interact digitally.