Creative Execution

The Virtual Land Rover Experience is the first virtual test drive experience in China, combining the use of audio, video, hot spots and gaming interaction. This interaction provides a rich and immersive online driving environment that Chinese consumers have never before encountered. Using head tracking technology, users are challenged with a total of six all-terrain driving challenges that mimic the six most commonly encountered driving challenges in an off-road environment. Along with driving tips on handling the car with composure, users are shown why Land Rover truly is the SUV expert.

In just one month, more than 1.2 million Chinese visited the Virtual Land Rover Experience website, with an average bounce rate of only 7%. By the end of the five-month campaign period, a total of 3.9 million Chinese consumers engaged with the Virtual Land Rover Experience, spending over 5.4 million minutes of unforgettable Land Rover driving experience online! The Virtual Land Rover Experience has also helped generate a total of 20,168 sales leads for the campaign. Showroom traffic and test drive numbers also increased by 68% and 85% respectively, proving that the experience truly delivers desirability for Land Rover.

Land Rover China has always gone ‘Above & Beyond’ by delivering rich and unforgettable driving experiences for Chinese consumers, especially through the Never Stop Discovering campaigns. With the NSD campaigns, people can experience first hand what a Land Rover vehicle can do on exhilarating and challenging terrains and in stunning surroundings and locations. People who went on these journeys, have amazing stories to tell about the SUV capabilities. Once they saw the value of a Land Rover, they wanted one. The problem is not everyone has a chance to go on these journeys. The Virtual Land Rover Experience was created with the aim to deliver the same unforgettable driving environment to a wider audience around China. Through innovative technology and immersive videos, users were meant to feel like they were behind the Land Rover steering wheel as they conquered muddy climbs, steep drops and other hazards.