Augmented Reality new vehicle configurator

Keen to stand out from the crowds at the Geneva Motorshow, McLaren turned to us to create an Augmented Reality experience that would firstly give them the opportunity to present and promote their latest model supercar in a unique and interactive way, while at the same time significantly streamlining the enquiry process at the point of interest, given the complex and customisable nature of their product.

Creating a fully scalable, high resolution 3D digital twin of the actual new McLaren vehicle in the first instance, McLaren prospects could drop-and-place this digital recreation fully in-situ for a complete vehicle walk-around experience as if the supercar were actually there, on their stand.

Further amplifying the user experience and to meet this projects objective we added a full suite of customisable real-time options that allowed McLaren prospects to choose paint colour, wheel options and brake calliper colours, plus interior trim options, that once selected could then be viewed as a full size, fully personalised Augmented Reality digital vehicle projection on the McLaren motorshow stand itself. We completed this Augmented Reality experience by including 3 additional, predetermined digital scenes so that McLaren prospects could view their fully personalised digital vehicle in 3 likely real-world scenes.

Agency Partner: I203D

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