Sensitive paper experience with Land Rover
If you have already read and have been interested by our article “Paper is not dead”, you may be interested by this article too. If not, you can read it here.
Land Rover took the idea of using paper magazine and Smartphone to offer a digital experience to customers. But they found a way to transform this experience into a SENSITIVE digital experience.
How it works?
The brand used augmented reality to provide this experience and to be different from all other car brands that are advertising in specialized magazines or not. Land Rover asked to Y&R agency to realize a dynamic and interactive print.
When you open the American Esquire magazine you can see a three pages advertising from Land Rover that works with a current mobile application: Blippar (available on iOS and Android) that permits users to live augmented reality experiences thanks to advertising campaigns. The only thing that customers have to do is to place their mobile phone in front of each page to see an animation on his phone. Each page has a specific animation that uses augmented reality and the features of the phone too.
For example the left page of the campaign presents a video where you can choose the terrain: snow, sand and more. Depending on the terrain you chose, your phone’s vibrator will be more or less activated during the video. It will provide you a sensitive experience even if you are not driving the car. Really interesting sensations!
With more than 66,000 interactions in the first week, the campaign is part of the 5 best uses of augmented reality application Blippar in terms of sharing and visibility. Interactive and digital experiences with paper seduce people. Land Rover understood it.