Creative Execution

The Virtual Land Rover Driving Experience is the first virtual test drive experience in China, combining the use of innovative technology and immersive video to deliver a challenging yet unforgettable experience as close to the real thing as possible. Through a total of six all-terrain driving challenges, users are challenged to overcome each obstacle by maintaining the ideal speed and staying on track through accurate head movements. Along with driving tips on handling the car with composure, users were 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. 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’ in delivering rich and unforgettable driving experiences for Chinese consumers, especially through the Never Stop Discovering campaigns. People who have participated and experienced first hand what a Land Rover vehicle can do on exhilarating and challenging terrains during these journeys have come away with amazing stories to tell about Land Rover capabilities and a love for the brand. 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. We wanted to provide a larger audience with a unique, exciting and unforgettable driving environment through the Virtual Land Rover experience. We created a rich and immersive online test drive that simulates the same experience of driving a Land Rover across different terrains, thus bringing the excitement of Land Rover to millions of Chinese everywhere.