ASIA-PACIFIC – CHINA, OCTOBER 17, 2012 – Auditoire\China has worked on giving consumers the user experience on Jaguar’s new 13MY engine, 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.
Jaguar Land Rover events senior manager Olaf Felten said, “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.”
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.
