Overview
Brand
Jaguar
Technology
Virtual Reality
Platform
HTC Vive
Industry
Automotive
Release Date
2016
The I-PACE Concept launch signified the start of a new era for Jaguar – the brand’s first ever electric vehicle – 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. “The 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."
— Ross Wheeler, Head of Automotive, Imagination
Beyond the showroom: redefining the launch
The forward-thinking Jaguar I-PACE deserved an equally futuristic debut. To reveal the concept car at the LA Auto Show, Jaguar sought a first-of-its-kind global social VR experience that would bridge the gap between physical locations and digital innovation.
From synchronized VR hubs in Los Angeles and London, groups of guests – including Michelle Rodriguez, Miranda Kerr, and James Corden – utilized HTC Vive headsets to step inside the concept car and interact live with other participants. After exploring the exterior, guests were transported into the driver’s seat for an intimate view of the I-PACE’s unique interior, all set against a stunning 360° view of Venice Beach.
We pushed technical boundaries by integrating social interaction and a live presenter broadcast into a single, unified VR world. This allowed groups in both LA and London to communicate and interact with one another in real-time, all while watching Ian Callum and Ian Hoban explain the design process and technology through high-end 3D graphics.
Global reach and results
Jaguar successfully amplified its innovative product with an equally groundbreaking launch. Beyond the live event, Vive Virtual Reality customers worldwide could experience the reveal and explore the car’s design stories through a dedicated app on Viveport.
The global response was immense: the app was downloaded 25,000 times, the campaign generated over 600 media impressions, and the reveal reached a staggering 512 million people worldwide.
“Jaguar just showed us the future of car launches” – VRFocus
“Jaguar’s use of VR means product launches will never be the same again” – IBTimes
“I attended the Jaguar VR car launch and press events will never be the same” – Upload VR
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