Creative Execution

Visitors were challenged to overcome each obstacle while maintaining the ideal speed and stay on track - just through accurate head movements. Each virtual driver received their score, to be posted to social networks and challenge their friends to do even better. Through a combination of audio, video, hot spots and gaming interaction, users were highly engaged throughout this first in class experience. Everyone was encouraged to explore and complete their “LRE passport” with as many different driving terrains as possible.

In just one month 1.2 million visitors came to the campaign site spending on average 1.32 minutes. With a bounce rate of only 7.7%, almost 8000 people left their details to know more about Land Rover.

The Virtual Land Rover Experience was born, combining innovative technology and immersive video to deliver a challenging yet unforgettable experience as close to the real thing as possible. Using head tracking and keystrokes, visitors feel like they are behind the wheel as they try to conquer muddy climbs, drops and hazards. 3D technology simulates the true topographical terrains of the Huzhou LRE center in China.