Imagination creates Innovation Lab for Jaguar Land Rover at Paris Motor Show
Posted by
Creative agency, Imagination, is helping Jaguar Land Rover draw in the crowds at the Paris Motor Show with an engaging, tactile exhibition of the latest and near future automotive technology. Designed to appeal to all visitors, from kids to aficionados, the Jaguar Land Rover Innovation Lab harnesses gamification to reveal the technologies on display.
To demonstrate the capabilities of Jaguar Land Rover’s innovation, Imagination has created multiple interactive exhibits including a game where individuals can challenge themselves against the driver assistance systems of Jaguar and Land Rover cars. People can see their results versus the computer after completing driving, parking and manoeuvring tests.
To showcase the latest Ingenium Engine technologies, the team created a stunning interactive display using transparent screens and animations which combined together to form the engine.
Imagination’s multidisciplinary teams worked together to draw in the design, animation, engineering, production and logistics skills needed to create a stand out experience amongst the highly competitive motor show environment.
Imagination has created apps for Jaguar and for Land Rover that are being used for the first time this year. The app, which was emailed to 10,000 people in advance, provided a preview of the Jaguar Land Rover activity at the Paris Motor Show and allowed users to book a personalised VIP tour of their favourite car and the technology. Upon arrival at the Paris Motor Show, the visitor is directed to the Jaguar Land Rover stand, receives details of the person waiting to welcome them and can then enjoy a drink in the VIP Lounge. The app technology, called Microlocations, also used by popular Uber and John Lewis, is designed to improve the personal attention received by Jaguar Land Rover’s VIP customers while at the motor show.
“It’s auto show meets Science Museum,” said Christophe Castagnera, Head of Connected Experience at Imagination. “We have worked with Jaguar Land Rover at the Paris Show for many years and each year need to up the ante on what’s presented to the public. This year, we’ve created an entertaining exhibition of the finest Jaguar Land Rover technology that will appeal to the widest audience. At the same time, the app delivers a personalised experience for the devoted followers of two iconic brands.”
