‘Virtual’ is no match for ‘Reality’.

Though Virtual Reality technology continues to advance in leaps and bounds, it’s still unable to replicate the thrill of actually driving an F-TYPE.

To demonstrate this, Jaguar invited the public at an automotive expo to experience the only virtual reality simulation worthy of the F-TYPE. One that turned out to be not-so-virtual.

They were promised a next level VR experience in an F-TYPE on, what looked like, a large motion simulator platform. A fake VR helmet played a distraction video while the car was secretly lowered and driven on to the adjacent arena by a precision driver. Hidden cameras inside the passengers’ helmets went live and they were taken on an adrenaline-pumping ride before being obliviously returned to the stand.

We invited the expo attendees to try our special ‘virtual reality simulator’ (they were approached as they entered the expo, to ensure they hadn’t seen any of the previous stunts.) These stunts took place throughout the day, not only giving passengers a direct engagement with the car, but also drawing interested crowds – often returning multiple times to watch new passengers get taken for a ride. The arena stadium crowd was entertained by multiple sessions of precision stunt driving as the F-TYPE roared around the track with its unwitting passengers.

The video was picked up by news media and enthusiast sites, including the country’s most popular content site, stuff.co.nz.

F-TYPE sales in 2015 increased by 53% compared to the same time in the previous year.

This campaign was the only major in-market activity.

This was made all the more impressive considering the total media and production budget had nearly halved.