Land Rover Defender VR Experience
Putting car fans in the directors chair of the New Defender product launch.
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The rebirth of the New Land Rover Defender was one of the most anticipated product relaunches in the automotive industry.
The SUVās popularity, history and heritage speaks for itself, but how do you launch a new-generation Defender globally in a way that appeals to both hardcore enthusiasts and a more mainstream audience, all at once?
Well, all new cars have TV ads. But what if you put potential buyers in the directorās chair of filming that ad?
We produced a virtual reality, adrenaline-fuelled helicopter experience that did just that!
Buckle your seatbelt and take a sneak peak
I was part of the team that designed and developed this fully immersive VR motion platform experience, and to really supercharge the social reach of the campaign, and massively amplify ROI for Land Rover, I led a parallel project team to create the Global Defender AR app
To be launched at the Frankfurt Auto Show, the experience needed to:
Highlight the benefits & features of Defender
Engage existing customers and excite new customers with the brand
Have a high level of gamification to broaden the demographic
See users share their experience on social media to amplify reach
Get people to book in for test drive - high conversion rate
Be highly scalable and portable
I worked with the UX team to develop the experience from start to finish, but my main responsibilities included:
Helping the team develop storyboards for the whole experience
Creating UX flows and journey maps (Azure/Illustrator)
Designing and user testing all the screen interfaces needed for the experience, from on-boarding to data capture (AdobeXD/Sketch)
Designing the UI for the in-VR headset experience
Built in Unity, using the Unreal Engine and Oculus Rift system, this experience was featured again in Los Angeles and New York, a number of private pop-up events in London, and dealerships.
