Quester Live-Wires an Auto Reveal Experience - Event Marketer

Quester Live-Wires an Auto Reveal Experience

DB_Quester_2013 ETA
Brand: QUESTER UD TRUCKS
Agency: OBSCURA DIGITAL SPACE PRODUCTION VALENTIN&BYHR
Awards: EVENT TECHNOLOGY AWARDS — BEST COMBINATION OF EVENT TECHNOLOGIES (B-TO-B)
Year: 2013

It’s tough to make a splash in the automotive space these days. Heavy-duty truck manufacturer Quester rose to the challenge with a launch event that transformed the typical auto reveal experience into a series of “wow” moments brought to life through the use of interactive technologies and large-scale projections.

The unveiling of the truck revolved around a projection-mapped cityscape sequence. At the end of the film, digital boxes that had been stacked to create a 3D surface were removed mechanically in order to dramatically reveal the truck. Visitors received an RFID key fob, which allowed them to change the language of any of the 40 information displays on-site. By playing the Fuel Coach Game, visitors could learn about the benefits of the trucks’ fuel economy systems while playing a game against three other visitors. A motion-control + RFID interactive invited visitors to choose between seven 3D-printed objects that represented different truck applications. When placing the objects on a podium, the users were able to spin a 360-degree image of the corresponding truck on a big screen by gesturing with their hands.

As the campaign came to a close, the brand was able to confirm that it had generated an unprecedented number of pre-orders for the trucks.

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