The Pulse Pushes the Boundaries of VR at Geneva Motor Show

HONG KONG, March 28, 2017 /PRNewswire/ — International creative agency, The Pulse pioneered an immersive virtual reality (VR) experience for INFINITI at the 2017 Geneva International Motor Show. The ‘IQ’ VR experience is designed to connect customers with the new INFINITI brand in an immersive and engaging way, before revealing the new Q50. The objective was to produce a brand experience that would give the consumer control to navigate their own path through a virtual world, therefore reinforcing the company’s positioning statement – ‘Empower the Drive’.

The Pulse is the first company to bring a fully-mobile interactive VR experience to a motor show. With custom-built headset, Bose noise-cancelling audio system and the powerful newly released XMG Walker VR Backpack, the ‘IQ’ experience lets users freely explore a dedicated area on the INFINITI stand, without being attached by wire to their surroundings.

From 9 March 2017, visitors to INFINITI’s stand at the Geneva motor show were invited to abandon the real world and their surroundings, for a beautifully crafted virtual environment. The Pulse used cutting-edge photogrammetry to create four photo-realistic natural landscapes for INFINITI fans to explore. Along the way users got to interact with animals and skim stones across a lake while being guided through the experience on a path of discovery. At the peak of a snowy mountain, players discover the new INFINITI Q50 and could explore its new features.

Brett Heil, Managing Director of The Pulse said, “The INFINITI ‘IQ’ VR experience has been designed as an extension of the premium INFINITI brand. Participants become immersed in the brand manifesto rather than being served product or technical data which has been the traditional approach to motor show VR. This is best case use for VR’s immersive and empathy building capabilities and represents a significant step up on narrative driven VR brand experiences. When combined with the unparalleled visual and technical quality our team has achieved, it is no surprise that many of the thousands of participants have commented it was their preferred experience.”

The INFINITI ‘IQ’ VR experience is available on the Steam platform for users around the world to download.