THE IDEA

In collaboration with Imagination, we launched the car and had to find a way to do it that was equally as transformative and innovative, as the car itself. Electrifying our audience was at the heart of the concept, reinventing the way a car is launch for this new age within mobility. The result was a world’s first, real-time, multi-user VR car launch. Completely integrated with the actual physical live experience and built around the largest network of HTC vive headsets yet created at the point of the launch. 

Jaguar’s Director of Design, Ian Callum and Vehicle Line Director, Ian Hoban, live-streamed directly into the event through VR technology. The car was launched on two different locations including a total of six waves of guests that were simultaneously brought into a shared virtual space, so they could experience a one of a kind car launch they’ll possibly never forget.