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Skoda test drives kiosks, augmented reality in London

Tablet-based kiosks allowed passersby to configure their own Skoda Fabia, and then see themselves in it up on the big screen at Waterloo Station.

February 25, 2015

Czech carmaker Skoda went for an augmented-reality and kiosk-based test drive at London's Waterloo Station.

Commuters could sit on a car seat in front of a green screen and then have their videoed image displayed on the terminal's giant digital signage screens.

Skoda Cars worked with media agency MediaCom, interactive agency Enigma and advertising specialist JCDecaux for the experiential event earlier this month. Tying together a busy location, computer tablets in secure enclosures, a state-of-the-art app, augmented reality, social media and Europe's largest advertising screen, the campaign combined traditional user participation with contemporary digital tech.

Interested passersby would choose from various options presented by tablet-based apps, and once that processed could then sit on a car seat in front of a green screen. The videoed image of the user, sitting in an augmented reality car was then displayed up on the giant screens around the station. This could be sent out via the users' social media contacts but also became an opportunity for a highly original selfie, according to an announcement from tablet kiosk provider imageHOLDERS.

Enigma co-founder Andy Newman said in the announcement, "For this campaign we're fusing real-time AR technology with a specially-designed app. Members of the public will have the chance to design their own car from scratch in real time on tablets secured in ergonomic iPad kiosks. This truly expresses the art of customer control as we see their creation literally build around them on Europe's largest advertising screen."

According to imageHOLDERS, the next important stage was engaging potential users to participate in the on-line "configurator." The essential thing at this point was making the tablet secure but presentable in a very busy environment. This was accomplished with iPads secured in the company's freestanding tablet kiosk stands positioned around the event.

"The event was a huge success with a great many commuters and visitors enjoying the experience of seeing themselves up on the big screens in a car configured by themselves," the company said on its website.

Watch a video about the deployment below: