Land Rover is promoting the all-new Range Rover Sport with a special build digital outdoor campaign featuring an accelerator pedal, responsive interactive content and directional sound. 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.
The campaign was devised by RKCR/Y&R, with production and creative technology overseen by Grand Visual. The specially adapted Digital Eyelite screens invite passers-by to “Push the pedal hear the engine.” When the pedal is pressed the user hears the sound of the engine revving and on-screen content is activated to visualise the acceleration of Land Rover’s most responsive vehicle to date.
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 digital outdoor activation was planned and booked by Mindshare and project managed by Fuel, Kinetic’s creative and innovation hub.