Event TV: Land Rover unveils AR showroom experience

Automotive brand Land Rover has created an augmented reality (AR) experience to showcase its New Discovery Sport to customers before its release day.

The activation utilises Durovis Dive technology
The activation utilises Durovis Dive technology

Designed to bridge the gap between the announcement of a new vehicle and the date it rolls into showrooms, the new technology delivers a life-like 3D model that can be explored using a Durovis Dive headset. 

Customers at 117 retailers across the UK will be encouraged to try on the wearable tech, which contains an iPhone 5S preloaded with an app. They will then directed to look at an activation marker on the floor which will launch a detailed, photo-realistic 3D model of the new car.

Users will be able to walk around the vehicle to get a sense of the scale of the car, while different animations will appear to demonstrate the new features. When they make their way to the driver’s door, it opens to reveal a full 360-degree view of the interior.

Laura Schwab, Jaguar Land Rover UK marketing director, said: "We wanted to bring the new Discovery Sport to life between the global announcement and vehicles arriving in showrooms. We have received a huge amount of interest from customers through our retailers across the country, and this will give an exciting immersive experience, beyond that of a traditional online configurator or sales brochure.

"Bringing such an experience to a relatively small device provides the customer with the ease and familiarity of an iPhone together with the simplicity of updating the software to add accessories and the latest colour options and I am confident customers will find the experience informative and enjoyable."

Jaguar Land Rover worked with agency LIDA and innovator Stephen Chan to create the activation.

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