The Campaign

The V-Showroom is a first-of-its-kind large-scale Mixed Reality Dealership for General Motors. It provides an augmented dealership experience for car buyers, enabling them to virtually experience a car showroom anytime and anywhere. With it, any physical space can be scanned in order to place an exact replica 3D version of the car on a coffee table, for example, or scaled to a full-sized car version. A customer can be shown how the car’s inbuilt features and technologies work, creating a fully-immersive showroom experience. The V-showroom was conceptualized and built from scratch by the Agency, utilizing emerging spatial computing technology from Silicon Valley. It merges real and virtual worlds to produce new environments and visualizations in real-time, by using an overlay of augmented content that interacts with physical space or reality it is in.

Creative Execution

Dealerships in Korean cities lack the space required to showcase the full portfolio of cars available. Some Korean dealerships are so small, there might be only enough space to have one or two car models, or sometimes none at all! So, there was an opportunity to use technology to solve the problem of space, and also improve the overall dealership experience, ultimately positioning General Motors as an Innovation leader in the automotive space. This was especially important as their target audience are socially- and tech-savvy young Koreans, who have been born and bred on gadgets, and whose every pocket of time is spent online or on apps. Using a tablet device (iPad Pro) that is attached with a structural depth sensor, the car and environment is scanned to capture dense geometry in real time, simulate real world physics and create a persistent anchor for rich augmented content to the physical world. Although concepted to bring a virtual Cruze to where no Cruzes exist, the V-Showroom is also designed to work with physical cars on display. The same spatial technology can accurately map rich feature demos over the structure of the physical car, allowing buyers to view augmented technology demos while walking around the physical car. In order to deploy the V-Showroom to 110 dealerships, we also created dealership confidence content and a layered service level agreement to ensure that all dealers could easily set up their own V-Showroom, troubleshoot and escalate any issues. Ultimately, V-Showroom has been created with scalability in mind; it is available in multiple languages and can be localised for future implementation across more markets. As Mixed Reality technology looks set to become more wide scale and accessible, customers could be looking at a future where they could potentially download the showroom into their own