Lexus Europe has unveiled a daring new driving experience, as a centrepiece to the new Lexus NX launch campaign, ‘Striking Angles’, using the revolutionary Oculus Rift (OR) virtual reality technology. The experiences have been developed by global digital marketing, commerce and technology agency Amaze, Lexus’ long-standing strategic digital partner.
Using the very latest DK2 OR headsets, consumers are able to virtually experience the car via an immersive and interactive car configurator, allowing users to create their own NX by selecting from a range of features. Consumers also have the opportunity to enter into a virtual driving experience, to test-drive the car through a multi-dimensional urban landscape and to experience the NX in a truly unique and personal way. It makes up a key part of the Lexus’ launch campaign, Striking Angles, which announced its partnership with will.i.am recently.
Working closely with OR, the technology took six months to build and as a digital first for consumers and for the OR system, the NX driving experience pushes the boundaries of the technology and presents an innovative approach to car buying.
The creative brains behind the project, James Deeley, creative strategy director at Amaze said: “A key challenge we faced was how to experience and showcase the new Lexus NX to our customers months before it was physically available in car showrooms. Using the Oculus Rift technology was an obvious choice because of the way virtual reality has recently advanced. Our aim was to create something so immersive and so unexpected that you felt like you had stepped into an NX inspired world and become part of the campaign. This gives a new perspective on how virtual reality can be used to create premium experiences.”