Škoda UK has launched a week-long AR (Augmented Reality) out-of-home campaign at London Waterloo Station.
Created by Enigma and JCDecaux to promote the launch of the third-generation Škoda Fabia, the campaign enables people to customise the Fabia's design with a choice of colours and interiors using a mobile app.
This custom design is then shown on the Motion@Waterloo ad screen with the person in the driving seat, courtesy of a green screen on Škoda's stand, and the image can be shared via email or social media.
“In this world first, members of the public will have the chance to design their own car from scratch in real time as easily as if they were in a videogame," said Andrew Newman, co-founder of Engima. "This truly expresses the art of customer control as their enjoyment remains at the centre of this event as we see their creation literally build around them on Europe’s largest advertising screen."