DigitasLBi Amsterdam and Fallon Prague, both part of Publicis ONE worldwide, have launched a unique Virtual Reality (VR) experience at the Shanghai Motor Show for the VISION E: the new concept car of ŠKODA.This revolutionary VR experience makes maximum use of the latest platforms in hardware, such as Google Daydream and Leap Motion. Another innovative aspect is that the HTC Vive allows four users (multiplayer) to discover the new model of the car maker at the same time.
Visitors can discover the VISION E themselves in the multiplayer mini-game, and step – virtually – into the car themselves. ŠKODA AUTO a.s. presented the VR experience not only at the Shanghai Motor Show, but also simultaneously at eight other events in cities such as Berlin, Prague and Tel Aviv.
“We are very excited to launch our ŠKODA VISION E concept not just here in Shanghai, but simultaneously across the world,” commented Thanh Vu Tran, Head of Global Communication Content and Strategy at ŠKODA. He added that ŠKODA works on a human scale and that the new technology helps it to do what it does best: connect with people, show them what they can expect, and allow them to feel just what’s around the corner.
Worldwide VR experience
As VR partner, DigitasLBi Amsterdam was asked by Fallon Prague, the global AOR of ŠKODA AG, to allow consumers to experience the vision of the car company, and was responsible for the strategy, creative VR concept, development and production. DigitasLBi worked together on this with Moyosa Media, VR development partner of DigitasLBi, and Fallon Prague, responsible for the integrated launch campaign. The intense VR experience of ŠKODA already makes it possible for consumers worldwide to discover this concept car and interact with it, and creates an unforgettable experience. The added value of VR is that consumers also actually store what they experience in VR as memories.
Seamless integration with WeChat
The VISION E VR experience can be booked directly by visitors during the Shanghai Motor Show via WeChat, the leading social media channel in Asia. The use of WeChat as a queueing app prevented long queues. Visitors who register are given a timeslot in WeChat, and receive a notification before it is their turn. During the participation, a personal video is made automatically, which is shared with participants immediately afterwards, via WeChat. The simultaneous introduction in the other cities (including Berlin, Prague and Tel Aviv) is being facilitated via Facebook Messenger.
Nathan Coppens, Director of Innovations at DigitasLBi Amsterdam: “Virtual Reality makes possible customer experiences with an emotional impact at a large scale. Already seeing or actually experiencing something virtually makes a big difference for consumers, particularly in the context of the purchase of a car. The unique team player component increases the interaction, and ensures a greater involvement of the consumer with the cars of ŠKODA. This innovative experience links up seamlessly with the positioning of ŠKODA as a brand with a fresh look at innovation and electric driving, ‘Driven by positive energy’, created by Fallon Prague. Particularly with the visionary approach of DigitasLBi, which has grown to become the leading expert in integrated VR experiences. In four months’ time, the team has realized a huge amount of work in complex, new technologies. We are very proud of that.”