First ever online automotive launch.
The VX220 Turbo needed to be experienced to be believed. The only way to demonstrate all its capabilities to the maximum, and give petrolheads an example of the adrenalin rush that came with the driving experience, was to provide a virtual experience.
These web pages had three functions, in creating a real feel for the car, providing specific tech information, and an opportunity to test drive it. The sheer drama created by the combination of leading edge films, video, audio, stylised photography, key car facts and an extended test-drive special offer concluded in users booking that ultimate driving experience.
As the car was designed for pure driving obsessives, a film was the perfect intro to a broadband website that provided a complete interactive experience. The film captured the raw excitement and beauty of the VXT by putting the designer against the machine. It was as if the designer and car were testing each other, culminating in a dramatic climax.
The launch of the VXT was complimented by streaming banners on appropriate lifestyle and specialist auto press sites. Press directed readers to the VXT microsite. Although no longer built the VX220 is very much alive with some 6000 members of the website.
Brand Guardian role involved working closely with the Digital Designers who produced the site, directing the production company, editing the film and reassuring the client .
Every car built sold. Watch the 90 second film at watch?v=Y6Ngqg9ltoU