Title | MERCEDES-BENZ AMG VRACE |
Brand | MERCEDES-BENZ SPAIN |
Product/Service | A45 AMG |
Category |
A03. Technological Craft & Development |
Entrant
|
PIXEL AND PIXEL Las Rozas, SPAIN
|
Idea Creation
|
PIXEL AND PIXEL Las Rozas, SPAIN
|
Production
|
PIXEL AND PIXEL Las Rozas, SPAIN
|
Credits
Victor Coello |
Pixel and Pixel |
Eecutive Creative Director |
Oscar Moreno |
Pixel and Pixel |
Creative Director |
Lucas Sanchez |
Pixel and Pixel |
Head of Art |
Roberto Torres |
Pixel and Pixel |
Head od Emerging Experiences |
Adrian Leon |
Pixel and Pixel |
Account Director |
Luis Avilés |
Pixel and Pixel |
CTO |
Juan Antonio Gallardo |
Pixel and Pixel |
Front Developer |
Nacho Torres |
Pixel and Pixel |
Developer |
The Campaign
We all want to drive a great sports car at least once. But we would normally have to choose between driving it to
the limit in a closed, somehow unreal racetrack or doing it as you’d drive any normal car in the city (boring!).
Thanks to Mercedes-Benz there’s no need to choose: through virtual reality and real life driving, you can enjoy a
sports car experience in a real city: Madrid. AMG VRace combined VR and real world sports car driving like it was
never done before. We created a virtual experience by which lucky fans as well as tech and motor sports
influencers experienced the A45 AMG in a racetrack as if they were racing through Madrid. They lived the actual
sound, acceleration, skidding and speed of the real A45 AMG, but felt it as if they in downtown Madrid.
Creative Execution
We choose a legendary Spanish racetrack and found its twin in the streets of Madrid. AMG Vrace proposes to
change paradigms, the user's movement as central axis! A virtual experience on 280 kmh. Components 7 Head
Sensors, VR 360 Global Shutter Head Size, 5k Output Resolution, GPS Tracker, Oculus Rift Platforms: (Oculus
SDK, Oculus Platform What stage it is at: The AMG V-RACE, will continue discovering new racetracks in other
cities and bringing the Most Real Virtual Experience Ever to more and more people
We have created a totally adhoc tech that can be replicated in any country in which Mercedes-Benz is present. All
development is scalable: the only local needs will be racetrack mapping, racetrack-city streets matching and street
video recording. Once that’s done and introduced in the system, just a bit of tweaking will suffice to have it fully
adapted to local needs. This involves that any marketing team in any country can have their own #AMGVDrive
adapted to local needs. This involves that any marketing team in any country can have their own #AMGVDrive
experience set in just 3-4 weeks. It’s a great opportunity for Mercedes-Benz to attract potential buyers to check
their cars in the flesh in events that would certainly improve sales conversion.
The AMG VRace uses virtual reality in a way never used before: it combines virtual reality and racetrack sports car
driving in the real world to create an experience that would not otherwise be possible. It opens a whole new field of
possible experiences for the brand and its fans all around the world by applying the same tech development to other
cities and racetracks.