Jaguar I-Pace: A Groundbreaking Social VR Launch
Overview
Brand
Jaguar
Technology
Virtual Reality
Platform
HTC Vive
Industry
Automotive
Release Date
2016
Introduction
The I-PACE Concept launch signified the start of a new era for Jaguar 鈥 the brand鈥檚 first ever electric vehicle 鈥 and a step towards the future.
"For the first time in history, a global automotive brand has used social VR to launch their latest car. 鈥淭he Jaguar iPace launch will be a world first with lasting impression. Not only have Jaguar showcased their car of the future, by choosing to use Social VR technology in this way, they have redefined the format of product launch, setting the benchmark for any consumer brand experience, for any sector, for years to come."
鈥 Ross Wheeler, Head of Automotive, Imagination
The brief
The forward-thinking nature of the car deserved an equally futuristic launch. Jaguar wanted to reveal the I-PACE concept at the LA Auto Show, in a first-of-its-kind global social virtual reality experience.
The solution
From VR hubs in Los Angeles and London, groups of 66 guests including A-list stars Michelle Rodriguez, Miranda Kerr and James Corden, used HTC Vive Business Edition headsets, powered by Dell Precision workstations, to put themselves inside the concept car and interact live with other participants.
After previewing the exterior of the vehicle, guests were transported into the driver鈥檚 seat for an intimate view of the Jaguar I-PACE Concept鈥檚 unique interior design, discovering hidden details and features all while having a 360掳 view of Venice Beach.
The boundaries were further pushed with the inclusion of social interaction and a live presenter broadcast into a single VR world. Groups in both LA and London were able to communicate and interact with one another, all while watching Ian Callum and Ian Hoban explain, through high-end real-time 3D graphics, both the design process and technology behind the forward-thinking concept car.
The impact
Jaguar was able to draw attention to its innovative product with an equally innovative launch.
Vive Virtual Reality customers across the globe could experience the reveal moment and explore the technology and design stories through a full VR app of the car available via . The app was downloaded 25,000 times.
The launch gained 600+ media impressions, 596,000 views on YouTube, and over 512m people were reached.
鈥淛aguar just showed us the future of car launches鈥 鈥
鈥淛aguar鈥檚 use of VR means product launches will never be the same again鈥 鈥
鈥淚 attended the Jaguar VR car launch and press events will never be the same鈥 鈥
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