This week commuters at London's Waterloo Station have the chance to take a seat in their own customised Skoda Fabia and see the results on Motion@Waterloo, the station's giant digital advertising screen.
A promotional booth in the station lets users design the car from scratch in a video game-style way, by using an app to select the wheels, interior design and colour scheme to build their own personalised Fabia.
Commuters then take a seat in front of a green screen and see their creations come to life - with themselves in the driver's seat - on Europe's largest digital advertising display through an innovative use of augmented reality technology.
Running until 9pm on Friday 13 February, the concept is a collaborative effort from Skoda, interactive digital agency Enigma and JCDecaux, bringing the 'What Car? Car of the Year 2015' to life in one of London's busiest stations.
Enigma co-founder Andrew Newman explained that the augmented reality animation is the result of over 50 hours of work, describing the advert as a "world-first" that "truly expresses the art of customer control."
A promotional booth in the station lets users design the car from scratch in a video game-style way, by using an app to select the wheels, interior design and colour scheme to build their own personalised Fabia.
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| The ad uses a green screen and augmented reality technology |
Commuters then take a seat in front of a green screen and see their creations come to life - with themselves in the driver's seat - on Europe's largest digital advertising display through an innovative use of augmented reality technology.
 |
| Commuters have the chance to take a seat in their personalised Fabia |
Running until 9pm on Friday 13 February, the concept is a collaborative effort from Skoda, interactive digital agency Enigma and JCDecaux, bringing the 'What Car? Car of the Year 2015' to life in one of London's busiest stations.
Enigma co-founder Andrew Newman explained that the augmented reality animation is the result of over 50 hours of work, describing the advert as a "world-first" that "truly expresses the art of customer control."