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How do you make a billboard roar? Ask Land Rover.
Very few individuals experience the thrill of driving a powerful 5.0 litre supercharged engine, or even just hearing the dominating roar such an engine provides, yet Land Rover has innovatively allowed travellers to familiarise themselves with this through its latest campaign, ‘Push the pedal hear the engine’.
Moving away from laborious, tedious advertising, Land Rover built a special digital outdoor campaign to publicise its all-new Range Rover Sport, featuring an accelerator pedal, responsive interactive content and directional sound. ‘Push the pedal, hear the engine’ delivered the speed and thrill of the SUV’s powerful engine to travellers at Gatwick, Manchester and Stansted Airports over a four week period.
Each Digital Eyelite unit is not only fitted with the accelerator pedal and elements of the interior of the all-new Range Rover Sport, but is adapted to include directional sound so only the person interacting with the installation can be submerged into experiencing the full impact of the revving engine. When the pedal is pressed, whilst providing the awe of the engine, Land Rover also provides on-screen content so individuals can visualise the acceleration of the vehicle.
The campaign was devised by RKCR/Y&R, with production and creative technology overseen by Grand Visual, whilst the unique Digital Eyelites were planned and booked by Mindshare and project managed by Fuel, Kinetic’s creative and innovation hub.
By Joshua Clement, Cream Editorial
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