Land Rover is promoting the all-new Range Rover Sport with a special-build digital out-of-home campaign in U.K. airports featuring an accelerator pedal, responsive interactive content on a digital signage screen and directional sound, according to solution provider Grand Visual. "The campaign aims to deliver the speed and thrill of the SUV's powerful 5.0 litre Supercharged Engine to business travellers at Gatwick, Manchester and Stansted Airports over the next four weeks," Grand Visual posted on its website in late August.
The video game-like campaign was devised by RKCR/Y&R, with production and creative technology overseen by Grand Visual. The kiosk and screens invited passersby to "Push the pedal, hear the engine." When the pedal is pressed, the unit recreates the sound of the engine revving and on-screen content is activated to visualize the acceleration of the Land Rover Sport, according to the website:
The creative technology solution saw each Digital Eyelite unit fitted with the accelerator pedal and elements of the interior of the all-new Range Rover Sport. Each unit was also fitted with directional sound speakers so that only the person interacting can experience the full impact of the revving engine. The bespoke out-of-home activation was planned and booked by Mindshare and project managed by Fuel, Kinetic's creative and innovation hub.
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