Event TV: Škoda creates AR activation in Waterloo

Automotive brand Škoda is activating the launch of its new Fabia model this week (9-13 February) with an augmented reality (AR) experience at London Waterloo station.

Members of the public will be able to digitally personalise their own version of the car by choosing from 14 colours, three colour concepts and five interior combinations.

They will then be asked to sit in a model of the Fabia in front of a green screen and watch as they are broadcast live to the giant Motion @ Waterloo screen sitting in their customised car.

The activation, which was created in partnership with agency Enigma and JCDecaux, has been designed to capture the attention of two million commuters who pass through the station throughout the week.

Andy Newman, co-founder of Enigma, told Event the experience was designed to be quick and eye-catching to attract travellers with only a few minutes to spare as they wait for their train.

He said: "For this campaign we’re fusing real-time AR technology with a specially-designed app that gives buyers the freedom of expression to create their own Fabia from 90 different variations.

"This truly expresses the art of customer control as their enjoyment remains at the centre of this event as we see their creation literally build around them on Europe’s largest advertising screen."

More: Sector insight - Automotive

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