FRANCE – Imagination wows Paris Motor Show with Virtual Reality experience for Jaguar
To welcome Jaguar back to motor racing and allow members of the public to experience the excitement of the Jaguar Panasonic Formula E race car, the agency devised a first-of- its-kind, fully-immersive, Virtual Reality experience for the Paris Motor Show 2016.
The exhilarating four-minute Formula E VR experience, which was created with Imagination‘s partner Rewind, gave visitors the chance to go on a multi-sensory journey through Jaguar’s racing heritage, challenging them to compete with other drivers and visit the key locations of Formula E series.
After creating their own avatar users joined five other members of the public in an immersive Virtual Reality theatre on the Jaguar Land Rover stand. Each user was positioned in a self-contained racing seat, with steering wheel and headset. HTC Vive and the latest gaming technology was used to transport the user to another reality. Each seat was fitted with a rumble pack and the drivers felt a rush of wind to their faces as they ‘took off’ down the track.
The drivers were challenged as they made their way through Paris, Hong Kong, Marrakesh and New York and into the mind of a Formula E driver, and could share the results of their adventures on social media.
In its first day at The Paris Motor Show, 300 people took the VR experience. According to Ross Wheeler, Head of Automotive at Imagination, the VR experience helped communicate the exhilaration of Jaguar Panasonic engineering and design. “We needed to create a thrilling way for people to learn about Jaguar Panasonic’s Formula E i-TYPE. Using the best of theatre and technology, we’ve told a story in an unforgettable way. We can’t sit everyone in the real driver’s seat but, with this totally immersive experience, we’ve come close to providing an authentic high-adrenaline experience.”
The Jaguar Land Rover stand also contained the Innovation Lab which brought Jaguar Land Rover’s most advanced technology to the public as a tactile, engaging experience.