Creative Execution

The Virtual Land Rover Driving Experience is the first virtual test drive experience in China, combining the use of innovative technology & immersive videos. To ensure an authentic experience and as close as possible to driving the actual Land Rover, we created humanized interaction using head movements and key strokes as the main movement control. With a total of six all-terrain driving challenges with actual driving situations, 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. 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 have engaged with these experiences has led to an increase in consideration and sales. Once they saw the value of a Land Rover, they wanted one. The problem is not everyone has a chance to go on these experiences. The Virtual Land Rover experience was created with the aim to deliver the same unforgettable experience to a wider audience around China. Through innovative technology and immersive videos, users will feel like they are behind the steering wheel of a Land Rover wheel as they conquer muddy climbs, steep drops and other hazards.