Creative production agency Drive make an impact in the auto industry with 4D projection-mapping bringing a ‘radically different’ car launch experience to Bentley showrooms across Britain.

We once more take to the road with our latest 4D projection-mapping light show extravaganza, this time showcasing the new Bentley Continental GT.

As the first touring auto industry car launch event of its kind, the sequential launch events represent an exhilarating departure from convention for the customary car launch – although in perfect keeping with this heritage brand’s tradition of the ‘Bentley Grand Touring Legacy’ – and certainly not unsurprising for Drive, given our track record for dynamic and audacious live and digital events.

The tour kicked off in Scotland at the packed Bentley Hamilton showroom in Glasgow on the 24th January, coinciding with one of the most important dates on the Scottish calendar, Burns Night. We’re currently taking the event on a nation wide tour to 18 out of the 20 Bentley dealerships located in key cities throughout England and Wales, leading up to the release event spectacular due to be held in Belfast, Ireland on February 18th 2011.

As specialists in 4D projection-mapping, Drive was brought in to assist the Bentley dealership marketing by existing suppliers, Pro-Ex, to support and invigorate the campaign with an innovative take on the traditional dealership car launch. If the audience reactions are anything to go by, we’re happy to say that’s exactly what we did.

Heralded as “a car launch like no other” and described by the press as “an awesome light-show that drew gasps from its audience”, the experience is an integration of a high-end light & laser show with 3D imagery and digital sound effects that combine to create a four-dimensional sensory experience.

Drive Creative Director, Imogen Hammond explains why the project has been so successful:

“Drive make the Bentley Continental GT come alive in a way that you can only really do when you’re behind the wheel and out on the open road. In the confines of the showroom, we used 4D projection-mapping technology to create the illusion of the movement, motion, grace and beauty associated with this kind of high-end engineering, while capturing the glamour and refinement intrinsic to the Bentley brand.”

The tour has made a powerful impact to date. Invites were sent out to a select group of over 15,000 across the UK dealership network and have resulted in audiences – per night on a 3-week long back-to-back schedule – of up to 400. That’s up to 7 thousand members of the automotive elite; dealers, owners, privileged guests and those hopefuls among us who might just have the spare cash to purchase this latest automotive masterpiece for themselves. Drive has produced a 4D projection-mapping light-show that will usher in a new chapter in automotive marketing history.

Bentley Dealer Marketing Manager (UK), Peter Grant, describing why they picked Drive for this important project, comments:

“Bentley was cutting-edge in 1956 with the launch of the original Continental GT and we’re still cutting-edge in 2011. We needed a radically different car launch, one that was less about direct sales and more about engagement with the brand – and that’s exactly what Drive Productions delivered. Outstanding.”

We are breaking new boundaries with our innovative use of this cutting-edge technology and are forging a name for ourselves as the UK’s leading 4D projection-mapping specialists. See more:

            Bentley: here

            Bombay Sapphire: here

            Yota: here

Call us on 0845 128 4198 to find out how Drive can help you make an impact.