To launch the first-ever variable compression turbo engine (VCT) and QX50 concept car, CPB created an immersive VR experience for the Pebble Beach Concours d'Elegance. Guests relaxed in a driver's seat, fitted with VR goggles and headphones, and then triggered the immersive experience that explained the VCT engine by virtually showing what the engine can do piece by piece as the entire QX50 virtually built itself around them.
We also concepted, designed and executed an interactive wall to showcase the utility of the variable compression engine. Using directional body and/or hand movements, participants were able to activate the different engine modes, allowing them to understand the full potential of the engine in a fun exploratory way.
The smarts in this experience was explaining an overly complex thing in a way that easily connected the hard-to-understand technology with the end user benefit. The VR focused the attention of a captive audience and then walked them through the steps to virtually show, feel, and experience what variable compression actually means.
