Land Rover Uses New Interactive Film to Promote Evoque
Today, Land Rover will push the boundaries of its traditional customer communication with the latest offering from its Range Rover Evoque Pulse of the City project; an interactive Hollywood inspired film about choices.
Filmed in Los Angeles and unprecedented in scope and creativity, 'Being Henry' is a fun, interactive and engaging film that brings to life the unparalleled variety of options available with the Range Rover Evoque. Just like the Range Rover Evoque has been developed to stand out from the crowd, the film presents the consumer with a number of unexpected and exhilarating adventures to engage with, inviting them into the urban world of the Pulse of the City.
Based on the original 'choose your own adventure' style of storytelling but bringing this concept into the digital age, the film takes the consumer on a wild journey during which they are invited to make choices for the character that consequently decide his outcome. With nine different storylines and 32 unique endings, the variety of choices and diverse consequences that occur ultimately result in the creation of the consumers 'subconscious' perfect Range Rover Evoque.
"I am really inspired by projects that push digital boundaries, and in creating interactive work that is designed to emotionally and creatively engage rather than be purely driven by technology, says Gordon." As a director I want to explore interactive pieces that are also filmic. Range Rover's commitment to one of the most adventurous collaborations I have ever been part of has been incredible, and 'Being Henry' has been a real learning curve for me on how creative interactivity is the future of really engaging with and respecting consumers."
The story begins with its hero Henry, an everyman-type character who has to make various decisions during his journey that lead him into different realities. It is made immediately apparent to the consumer that they are in control of how Henry carries out his day, and via a voiceover that guides them through the film, they are presented with a number of life-changing choices. Will they choose to shoot rats with Grandma? Or lead Henry to be kidnapped then tortured with a harpoon gun?
Cleverly, the film takes the choices that the consumer makes on behalf of Henry and translates them seamlessly into their perfect Evoque. Through subtle color, situational and emotional references, the film effectively takes elements of the consumers personality and uses them to present them with their fully personalized car.
