In pictures: Škoda celebrates Fabia launch with AR experience

Automotive brand Škoda has partnered with agency Enigma and out-of-home company JCDecaux to create a digital, augmented reality (AR) experience at Waterloo station in London.

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Designed to celebrate the launch of Skoda's new Fabia model, the activation is inviting commuters passing through the busy station to digitally customise their own Fabia to reflect their personality. Guests will be able to choose from 14 colours, three colour concepts and five interior combinations. 

Once they have selected their design, users will be invited to sit in front of a green screen in the middle of the station’s main concourse and view themselves in their personalised car on the Motion @ Waterloo screens. An image from the experience can then be sent via email or social media to the participant.

Launching yesterday (9 February) and running until 13 February, the activation has been designed to target some two million travellers who travel through Waterloo on weekdays.

Andy Newman, co-founder of Enigma, 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.

"Members of the public will have the chance to design their own car from scratch in real time as easily as if they were in a video game. 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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