Using Unreal Engine, the team created a first-person experience to showcase the new aspects and features of the Electric FH truck. We know from experience this kind of sophisticated consumer showcase is far better to engage with than a static display.

Visitors to the exhibition stand were able to take a virtual hub-2-hub journey and experience not only the quietness of the new electric vehicles but also the many safety features Volvo is well known for. Amongst the noise of the exhibition floor, our experience offered visitors a moment to relax and be totally transported on the “Road to Zero” story.

With two terminals covering the Volvo Trucks stand, the experience saw not only visitors but executives, tech companies, competitors and brand friends come to experience the message.

Generally, events of IAA size usually create fatigue with the high number of overwhelming products on show. An experience like “road to zero” offers visitors a different and more personal way to deliver the message. We think immersive experience, mixed reality and virtual production play a key role in delivering a consistent message throughout an event.