Created by Wunderman Shanghai, the digital activation campaign begins with a personality quiz that incorporates an algorithm to match the user’s personality with one of the 17 possible digital Evoque configurations.
Netizens can then embark on an immersive, interactive virtual test-driving experience, or request a real-life test-drive.
The vehicle's product features are highlighted in each embedded milestone of the virtual test-drive. From evading obstacles to navigating off-road journeys, each scenario gives the virtual driver an "almost-real experience" of the Range Rover Evoque’s capabilities. Real-time SMS messages have also been incorporated into the scenes, offering drivers the chance to win prizes, including a six-month ownership of the vehicle.
To increase the level of engagement, a photo-mapping feature linked to the users' Sina Weibo account allows them to personalise their own test-drives.
As enticement for repeat website traffic, the test-driving journey will be refreshed in staggered phases with different mini-missions that include elements of product education, such as answering a simple question about the car.
Bryce Whitwam, general manager at Wunderman Shanghai, said the platform is more than just a fun engagement programme, but a way to generate leads and sales prospects. It was designed to increase showroom traffic prior to the launch of the new model-year Range Rover Evoque in December, a key sales period for the SUV.
Project: Evoque My Style
Client: Jaguar Land Rover China
Agency: Wunderman Shanghai
General Manager : Bryce Whitwam
Business Director: Pornthip Suchantabut
Senior Strategy Planner: Howard Thompson
Senior Creative Director: Terence Yuen
Creative Director: Rachel Yang
Senior Digital Art Director: Daniel Ang
Digital Designer: Wang Zhi Feng
Copywriter: Tity Shi
Agency Producers: Elaine Qian / Momo Wu
Account Servicing: Betty Leo, Lisa Guo, Keira Yuen
Technical/Interactive: Forrest Yang/Loki Liu
Digital Production: IMG SRC, Japan
Executive Producer: Gil Wadsworth
Director: Bernd Wondollek
Production House: Must Film