Holden – CoDriver

Challenge: Holden’s rugged off-road vehicles were built for adventure, but test drives were stuck on suburban streets. So how do we sell the emotional benefits of the car to someone moseying around the backstreets of suburbia?

Solution: Teleport them to where they’d actually drive the car. The result was CoDriver, a fully immersive VR test drive experience that let customers virtually explore rugged terrain — the kind of places this car was made for. A custom-tech built was essential in creating this 'actual world’ experience. We captured real off-road locations and built out a journey tailored to each global market – from Dubai to Thailand – complete with localised messaging and content. CoDriver became a global platform for GM all from a dull test drive on perfect tarmac.