Skoda has launched a week-long augmented reality campaign on Europe’s largest advertising screen at Waterloo Station in a bid to bring its new Fabia vehicle to life in front of stressed commuters.
Running until Friday the event will invite passers-by to customise the vehicle using a custom built green screen on the station concourse, with the results brought to life on the digital screen.
Participants will be able to select from 14 colours, three concepts and five interiors giving purchasers no less than 100 designs to choose from.
The campaign has been delivered in partnership with MediaCom, digital agency Enigma and outdoor advertising specialistsJCDecaux, with help from Happy Finish who created the visual effects for the ad.
Andrew Newman, co-founder of Engima, said: “For this campaign we’re fusing real-time augmented reality technology with a specially designed app that buyers the freedom of expression to create their own Fabia from 90 different variations.
“In this world-first, members of the public will have the chance to design their own car from scratch in real time as easily as if they were in a video game. This truly expresses the art of customer control as their enjoyment remains at the centre of this event as we see their creation literally build around them on Europe’s largest advertising screen.”