To promote the launch of the all-new Range Rover Sport, Land Rover has backed a special build digital outdoor campaign featuring an accelerator pedal, responsive interactive content and directional sound.
Existing Digital Eyelite screens at Gatwick, Manchester and Stansted Airports have been adapted for the campaign to include a Range Rover Sport accelerator pedal alongside the call to action to ‘Push the pedal hear the engine’.
Aimed at business travellers the campaign, devised by RKCR/Y&R, aims to deliver the speed and thrill of the SUV’s powerful 5.0 litre supercharged engine. In addition to the accelerator pedal elements of the interior have been fitted to the Eyelite unit with adaptations made to allow for directional sound so that only the person interacting with the installation can experience the full impact of the revving engine.
Grand Visual oversaw production and creative technology on the campaign with planning and booking handled by by Mindshare and project management from Fuel, Kinetic’s creative and innovation hub. Curb Media provided the audio technology and installation for Eyelite and Kinetic.
Of the campaign, Rupert Williams, MD at RKCR/Y&R, said: “This is a fun, interactive idea that really demonstrates the cars performance credentials. And that exhaust note is something special.”