Land Rover Virtual Driving Experience

Objective

Land Rover sought to expand awareness of its physical Experience Centres in China by bringing the brand's off-road capabilities and training to a wider digital audience. The campaign targeted fans, owners, and prospects in the Chinese market, focusing on educating them about the sophisticated all-terrain features of Land Rover vehicles.

Solution

An interactive web-based virtual driving experience that combined computer vision and motion tracking technology. Users activated their camera and controlled a vehicle using head movements to navigate six off-road driving challenges filmed at the Land Rover Experience Centre near Huzhou, China. Participants who completed all challenges earned a digital 'Land Rover Experience Passport', with top performers receiving complimentary courses at physical Experience Centres in Beijing, Huzhou, and near Guangzhou. The campaign was created by Wunderman Shanghai (creative) and Blast Radius Vancouver (technical), with media handled by Mindshare Shanghai. Launched in April 2014.

Results

Not published.