TVR's Griffith EV AR Launch
Automobile
Key takeaways
TVR, the storied British sports car manufacturer, utilized augmented reality (AR) for an innovative launch of their upcoming electric Griffith EV model. With the new V8 variant still in the production phase and not yet available, TVR sought a creative solution to introduce the car to the public. They turned to AR technology to offer a compelling, interactive experience that not only showcased the future Griffith EV but also celebrated the rich heritage of TVR’s past models.
The TVR Griffith EV AR experience was developed using Unity and designed specifically for the iPad Pro. This approach enabled the use of Vuforia and SLAM (Simultaneous Localization and Mapping) tracking technologies, which provided highly accurate and stable AR experiences even under low-light conditions. The AR app employed the TVR logo as a marker, which anchored the 3D models of the cars to a physical plinth, creating a tangible and engaging way for users to experience the new Griffith EV alongside historical TVR models.
Key Features of the AR Experience:
1. Historical and Future Models Displayed: Users could view and interact with both the future Griffith EV and past TVR models, offering a rich historical perspective alongside a glimpse into the future. This approach allowed TVR to leverage its legacy while building anticipation for the new model.
2. Two Control Modes: The app provided two primary methods for interacting with the AR experience. Users could walk around the plinth to navigate through different eras of TVR cars or use an accessibility mode with on-screen arrows to switch between models. This flexibility catered to various user preferences and accessibility needs.
3. Interactive Features: By tapping on different cars, users could access the “listen & explore” feature, which provides detailed information about each vehicle’s features and history. This interactive element enriched the user experience, allowing them to learn more about the cars’ specifications and stories.
4. Enhanced Engagement Through AR Technology: The use of AR allowed users to visualize the Griffith EV in a realistic environment and engage with the brand’s history in an immersive manner. This technology created a dynamic and engaging experience that went beyond traditional marketing methods.
In summary, TVR’s AR launch for the Griffith EV illustrates how augmented reality can transform automotive marketing strategies. By combining advanced AR technology with a rich historical narrative, TVR not only introduced a new model but also connected with customers through an engaging and informative experience. This innovative approach demonstrates AR’s potential to bridge the gap between past achievements and future innovations in the automotive industry.
