Brief: Conceive a thoroughly modern way to launch a thoroughly modern supercar. Use of the web is of utmost importance.

Our audience insight: “I want to be the first to see the new Continental GT and I want to view it on my own terms.”

Activation: A unique live online “reveal” experience using 3D projection mapping onto an actual car in a secret warehouse surrounded by cameras and viewable from a dedicated website. Each user had a two-minute window to toggle with the six different cameras that provided a 360 degree tour – inside and out – of the car’s new features and styling.

Results: The reveal was experienced by more than 100,000 unique users during the seven days it was live. Users from 176 different countries took part, making it a truly global event.