Brandwidth, the digital agency which specialises in providing practical innovation, has announced the launch of a new augmented reality experience for Toyota GB, which enables customers to ‘see inside’ the carmaker’s C-HR model.

The new Toyota Hybrid AR application uses AR technology and objective recognition software to overlay graphics of the inner workings of the Hybrid drivetrain onto physical vehicles, helping customers to gain a better understanding of how the system works.

The iPad app, which will be used in Toyota showrooms as well as at other locations including shopping centres and trade shows, brings to life the different drive states of the vehicle, showing how the various elements of the drivetrain interact with each other. By tapping on a drive state, such as ‘deceleration’ or ‘heavy acceleration’, customers can see which parts of the hybrid system are in use and how energy is passed between them.

The 3D experience also features a number of ‘hotspots’ which, when clicked on, enable customers to get in-depth information on key features of the system, such as the motor, battery and fuel tank.

Brandwidth worked with Toyota to develop the Hybrid AR app as part of an ongoing drive to educate the brand’s customers on hybrid technology and the benefits it offers.

The app currently supports the Toyota C-HR model, across all grades and colours.

Chris Wicks, Group Account Director, Brandwidth, said: “Toyota has always been a leader in automotive technology, selling hybrid cars for more than 20 years. Now, with the launch of the Hybrid AR app we’ve created, it’s breaking new ground in the use of AR to enhance customer experience in the car showroom. We’re delighted to have partnered with them on this exciting initiative – another great example of the innovative technology solutions we’re offering our clients.”

Stephen Duval, TCMS & Direct Marketing Manager, Toyota, said: “As pioneers in the hybrid space, we wanted to find a way to help our customers understand how hybrid technology works, and demonstrate the many benefits it offers. This innovative new AR experience, created in partnership with Brandwidth, brings the C-HR’s hybrid drivetrain to life in a simple yet highly engaging way.”

See the app in action here.

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Jaguar have kicked off a new experience-driven campaign in Amsterdam, with a pioneering music and technology collaboration with global music sensation Dua Lipa. At the core of the connected experience is a cutting-edge bespoke software developed by Imagination, which creates personalised remixes of Dua Lipa’s new song ‘Want To’. The campaign, entitled ‘The Pace’ reflects Jaguar’s desire to increase brand awareness and become more relevant to a wider audience in Europe. Imagination worked as part of an integrated agency team alongside The Brooklyn Brothers, Dentsu, and Spark44 to deliver the campaign.

The software works in three ways; using personal drive data captured through the InControl systems in the Jaguar PACE vehicles, through physical interaction data by tapping on your phone device or through your Spotify music preferences. Through the software engine, millions of unique remixes are possible for people all over the world, opening the possibility of the most remixed song in history.

European influencers and VIPs got the opportunity to be the first to create their individual remixes, following a day of city drives in the all electric I-PACE.  The launch night saw Dua Lipa perform to a live audience of 800 fans at a secret gig at Sugar City, where she launched her track among a visual extravaganza of digital content and lighting.

Fans can join in and create their own personalised remixes here: https://remix.jointhepace.com.

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From 23rd August to Friday 24th August, London’s famed West End theatre district will soon be home to a play that takes place entirely in a car. The unique play has been commissioned by car insurers MORE TH>N and will be delivered by Cow PR.

Theatregoers will be shown to their seats in the back of the car, before the cast appears on the stage (the front seats), making this car possibly the smallest theatre in the world, holding a maximum audience of up to five people per performance. Audience members will have the chance to meet and speak to the cast in the car once the play has run.

Entitled ‘Papa Don’t Preach,’ the short 20-minute play was written by Bola Agbaje, a Laurence Olivier award-winning playwright and screenwriter. It takes place entirely in the car parked up on London’s iconic Drury Lane, and aims to shine a light on the positive and important family conversations that can take place in a car. The heartwarming, relatable and at times funny story of a father and daughter conversing in a car explores how the decisions of the past can affect the choices young people make, as well as the desires young people have to be independent and the conflict it causes for parents.

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