The CoDriver trade-stand activation at the Bangkok International Motor Show allowed visitors the opportunity to experience the full potential of the Chevrolet Colorado by immersing them in a virtual reality experience like no other, whisking them away to the other side of the planet for the ultimate off-road adventure.

Rethinking the traditional automotive retail experience, CoDriver combined an unprecedented range of immersive technology, allowing motor show attendees to take a seat in a specially-fitted vehicle, which transported them to a virtual reality environment to experience the vehicle’s capabilities in unprecedented detail.

The experience combines Oculus Rift DK2 with both CGI and purpose shot 360-degree 12K resolution video footage, 3D positional sound recording and in-car vibration simulation, using rumble technology, all captured by mounting a Chevrolet Colorado with a range of the latest technology. When combined, passengers experienced a drive like no other through sight, sound and touch.

CoDriver combined some of the world’s best immersive technology, allowing passengers to take a seat in a specially-fitted vehicle, be transported to a virtual reality environment and experience the vehicle’s true capabilities in unprecedented detail.

The experience combined Oculus Rift DK2 with both CGI and purpose-shot 360-degree 12K resolution video footage, with 3D positional sound recording and in-car vibration simulation using ButtKicker rumble technology, all captured by mounting a Chevrolet Colorado with a range of the latest technology. When combined, the passenger experiences a drive like no other through sight, sound and touch.

The launch of Colorado CoDriver at the Bangkok International Motor Show was a huge success as thousands of visitors to the stand were transported away from the motor show to an aspirational scenario – one where the truck is designed to be driven. It also highlighted features that wouldn’t be possible to experience in a normal test drive setting. CoDriver was an exciting and memorable experience that truly allowed people to connect with the car and the brand.

The client was thrilled with the result, and CoDriver is now being rolled out to other markets, and extended to new carlines with new briefs. Further, it provided GM with a genuine innovation experience, which was core to their current brand story, and directly answering their brief to position GM as an innovative brand.