top of page

JAGUAR FORMULA-E

VIRTUAL REALITY RACING

The Challenge was to present the story of Jaguar’s re-entry into the world of motor sport, and to engage people in the story of Formula E racing. We wanted to highlight the difference from other forms of racing, and in that, the commitment by Jaguar Land Rover towards innovation, specifically around electric vehicles.

 

Formula E racing is different to other forms of motor sport. The tracks tend to be centrally located in some of the world’s major cities - it's more accessible to the community and as an event, something that appeals to families and groups.

 

Our Approach was to create a first-of-it’s-kind fully Immersive 4D 360 social VR experience, that informed, entertained and wowed. We wanted to take VR to the next level and bring people together in the same virtual reality space to experience all of this. 

 

First we on board people into the VR world, make them comfortable and introduce them to this new medium. At the same time we immersed them in a story of Jaguar’s racing heritage, harking back to the glory days of Stirling Moss. At this point everyone in the experience, up to 6 at a time can see an avatar representation of each other, an avatar they have customised in the pre-experience registration process.

 

Next we introduce the new iType and tell the technology story around the vehicle. 

We follow this by taking the user into the pit garage. An authentic environment based on the actual designs. Here we announce the Panasonic Jaguar Racing drivers before jumping into an ultra immersive journey into the mind of a racer.

 

Finally, the racing challenges. We place the user into the driving seat of the iType where they have control of the steering wheel. We automate the acceleration and braking to allow drivers to focus on the racing line and the authentic Formula E story being told as you race around our custom track. There are a number of driving challenges from precision driving to using the Fan Boost trigger, which is the unique to Formula E. 

 

As well as VR, we also use fans, haptic feedback on the steering wheel and a rumble pack in the seat. Totally immersing the user.

The experience didn’t start with VR, nor does it end with VR. We put in place a queue strategy allowing us to connect with people while they waited for the VR experience. They were able to register, create a unique racing helmet, one they would wear in the VR space and sign up for Formula E communications.

 

After the experience we displayed a leaderboard, showing how all the participants fared and providing a little humour along the way. The user is emailed their results, their custom Jaguar Racing VR licence and information about the experience for them to share on social media.

 

The Results have been amazing. We had over 6500 users in Paris with over 96% rating the experience as very good. But the real results was seeing first hand just how excited and enthusiastic people were, taking part in this experience.

bottom of page