Auditoire\China has created an interactive virtual driving experience for Jaguar 13MY using the latest in 3D video-mapping technology
For the launch of Jaguar 13MY, the new engine tailor-made for the Chinese market, Auditoire\China combined three-dimensional video mapping technology, sculpture and digital interaction to power a virtual car.
Auditoire\China wanted consumers to be able to experience Jaguar’s new 13MY engine in a unique and luxurious way – without having to physically get behind the wheel.
Using cutting-edge 3D video mapping projection, Auditoire was able to bring to life a life-size, translucent, virtual version of the Jaguar XJ Ultimate.
To interact with the installation, consumers were asked to answer a quick quiz on a tactile tablet, which defined their profile and activated one of four videos. The videos were then mapped onto the translucent, virtual car, showcasing consumers’ driving preferences and style and reinforcing an emotional bond with Jaguar.
Through this digital interaction, and as the projections were mapped on the virtual car, consumers were able to enjoy a personalized experience of the new 13MY engine without having to physically drive the car.
Olaf Felten, Events Senior Manager of Jaguar Land Rover commented, “We wanted to showcase the new engines without making a significant change to the exterior design for the vehicle. The challenge for Auditoire was coming up with a creative experience to communicate the new 13MY engine in an innovative way. The result is fantastic. It’s something that hasn’t been done before. The story is built into the innovative experience using the best video mapping technology. It brings the engine to life, and brings the car to life in a whole new way. It is the perfect presentation of Jaguar’s ‘ALIVE’ strategy.”
Antoine Gouin, Managing Director of Auditoire\China said, “Jaguar is a brand with innovation rooted in its DNA. It is one of the very few magical brands today in China. Jaguar is reviving its passion for innovation by supporting daring concepts and outstanding brand experiences.” Gouin added, “This project truly showcases Auditoire’s capacity to bring brand experiences to life. I’m extremely proud of our team, and to be Jaguar’s creative event agency.”
The interactive installation of the Jaguar 13MY engine was first launched on October 5 in Beijing and will continue to run in luxury shopping malls and high-traffic outdoor areas in Shanghai, Beijing, Chengdu, Shenzhen, Sanya, Hangzhou, and Guangzhou until January 11, 2013.
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Credits – Managing Director: Antoine Gouin. Creative Direction: Auditoire China. Project Manager: Jonathan Derain. Operation Director: Charles Trigueros. Production Manager: Christopher Kao. Video Art Director: Nathanaelle Picot. Scenographer: Robin Rawstorne. Light Designer: Angus Muir. 3D Designers: Michael Chen and Charles Chen. Graphic Designer: Jason Li. Video Technical Director: Gael Picquet. Show control Programming: Julien Ribes. Video programming: Florence Pournot. Music: Terry Lair. Sound Design: Jean-Philippe Badoui.