Land Rover’s Interactive DOOH Campaign With Sound At UK Airports

Gail Chiasson, North American Editor

Land Rover is promoting the launch of the all-new Range Rover Sport with a special build digital outdoor campaign featuring an accelerator pedal, responsive interactive content and directional sound.

landrover1The campaign was devised by RKCR/Y&R. The campaign will see existing Digital Eyelite screens adapted to include a Range Rover Sport accelerator pedal and the call to action to ‘Push the pedal hear the engine’. The campaign aims to deliver the speed and thrill of the SUV’s powerful 5.0 litre Supercharged Engine to business travelers at Gatwick, Manchester and Stansted Airports over the next four weeks.

The unique out-of-home activation was planned and booked by Mindshare and project managed by Fuel, Kinetic’s creative and innovation hub.

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 experience the full impact of the revving engine. When the pedal is pressed the on-screen content is also activated to visualize the acceleration of the most responsive Land Rover to date.

Rebecca Bainbridge, head of Kinetic Fuel says, “Our installation will be the first interactive out-of-home campaign that combines both digital and sound to be delivered in the UK airport environment. Users can create their own unique experience by pressing the pedal to release the powerful sound of the all-new Range Rover Sport.”

“This is a fun, interactive idea that really demonstrates the cars performance credentials,”
says Rupert Williams, managing director at RKCR/Y&R . “And that exhaust note is something special.”

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