INNOCEAN Worldwide Europe GmbH, the creative force behind the Hyundai and Kia brands, has partnered with German agency Herren Der Schöpfung to stage a sensational 4D driving experience for visitors to the World Rally Championship (WRC) in Italy on 11th June 2015.  

The driving simulator is based on a motion platform that can simulate the centrifugal forces of up to 0.5g. 360° footage of a race will be played through Oculus Rift glasses and combined with the motion and audio data of a racing vehicle. The multi-sensory driving experience is the first time these technologies have been combined, using specially developed software to merge the movement of the car, with 360° footage and road noises. This is an opportunity for the public to experience the feeling of being on the track and being a part of the race.

The Co-Driving experience was realised to help engage motor fans and raise awareness of Hyundai’s strong record on the rally circuit. Hyundai has two teams taking part in the race, led by Thierry Neuville, former ADAC Rally Germany Winner.

Christine Eissner, Team Head Event, INNOCEAN Worldwide Europe said: “The World Rally Championship is regarded as the toughest race in the world, and this campaign will bring fans right to the heart of the action.  Our objective is to showcase both the world class design and technology that go into Hyundai’s products and the spirit of innovation that underpins the brand. We look forward to wowing fans during the race and taking the simulator on the road to further events this year.” 

The WRC in Italy is the first time Hyundai’s new promotional booth will be laid out in full. Covering an area of 300 square metres, the booth will offer a number of exciting digital and innovative ways for Hyundai to interact and engage with consumers, including:

A Virtual Reality App, the Hyundai VR+ hosts a 360° video combined with VR glasses to provide a firsthand co-driving virtual experience

A ‘Snap N’ Grab’, where branded walking advertisers enable people to take pictures and print them instantly at the booth

A virtual race powered by a Shout-O-Meter: the louder contestants shout, the faster their car goes

In its role as Hyundai’s lead agency, INNOCEAN Worldwide Europe led on executing the ambitious campaign, which marks the latest phase in an ongoing programme to reinforce Hyundai’s more premium positioning in Europe.