Take on the Machine

In 2010 the tC was updated for superior performance and handling. To introduce the upgraded model, we took a cinematic approach and treated the campaign like the launch of a Hollywood blockbuster. We ran a 60 second 3-D spot in cinemas, and paired the trailer with in-lobby 3-D lenticular posters. We also created an augmented reality experience where users could take on the machine themselves.

The spot was nominated at the 3-D Creative Arts Awards and the site was recognized as an FWA Site of the Day, received a Webby nominee and a Merit from the 2011 One Show.