May 05, 2011
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 car 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 through a city in which they play the role of god and consequently decide the outcome of the story's main character. 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.
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 Granny? 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 colour, situational and emotional references the film effectively takes elements of the consumers personality and uses them to present them with their fully personalised car.
Nick Gordon, the film's director comments: 'I am really inspired by projects that push digital boundaries, and in creating interactive work that is designed to emotionally & creatively engage rather than be purely driven by technology. 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, 'Being Henry' and has been a real learning curve for me on how creative interactivity is the future of really engaging with and respecting consumers.' Click here to explore 'Being Henry'.
The Range Rover Evoque offers more personalisation choices than any other Land Rover, with a huge numbers of options in terms of interior packs, body and roof colour combinations, wheels and enhancement accessories, as well as the fact that there are three models (Pure, Dynamic, Prestige) that can come in either Coupe or 5-door versions.
Customers can tailor their Range Rover Evoque with a tempting array of design, trim and technology options, so that each car meets its customer's own taste and lifestyle. The choices range from designer exterior packs, contrasting colours on the roof and spoilers, immaculately-trimmed designer interiors, and a range of desirable technologies to maximise comfort and enjoyment on board.
The Range Rover Evoque will go on-sale in September. For more information please visit your local Land Rover dealership.
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