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HUAYRA ROADSTER

ONLINE LAUNCH

CAMPAIGN 2017

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March 2017 saw Pagani Automobili deliver the Pagani Huayra Roadster to market, with a public launch at the 87th

Geneva Motor Show. As a revered luxury brand within the automotive sector, Pagani draws the attention of motor

enthusiasts worldwide. To maximise the overall reach of the vehicle’s debut, ZeroLight and Pagani collaborated on

an online launch event to coincide with the reveal at the show, running alongside the duration of the cars display. This

also marked the first time a vehicle had been launched concurrently using real-time 3D visualisation over the web.

The Proposition

Fans and customers alike accessed an independent site dedicated to the Huayra Roadster, revealing a countdown

until the cars reveal at the motor show. Once the countdown completed, the site became accessible, providing visitors

with access to ZeroLight's award-winning, cloud powered automotive visualisation platform. This allowed the delivery

of a high fidelity, 3D digital representation of the Huayra Roadster in real-time to any connected device. Users could

fully configure and explore the vehicle from any angle, including inside the car, whilst opening the doors, engine bay

and bonnet. Utilising proprietary textures and lighting to provide a stunning brand proposition, the car was set in

Pagani’s Modena showroom, allowing not only access to one of the rarest vehicles on the planet, but also the facility

it’s displayed in.

To maximise the potential for viral behaviour, visitors were given the ability to generate content, including beauty

shots and videos, which could be shared directly from the page to social media sites. Such assets were responsive

to the visitor’s preferences when using the configurator, changing in real-time with every configuration made. Each

asset had sharing options available, so visitors could upload their preference to social media platforms. A personal

video provided a dynamic 360 of the vehicle, moving in on select features whilst animations were triggered. Each

shared asset linked back to the site so that those who viewed and admired others’ creations could then design their

own.

Lowering Barriers to Entry whilst Maintaining Quality

With all processing carried out in the cloud, users could interact with a multi-million polygon representation of the

Huayra Roadster in 3D, regardless of the capabilities of their hardware. To make the experience truly global, the

ZeroLight-Pagani initiative had to deliver a high-quality experience regardless of existing geographical infrastructure.

Such infrastructure may limit bandwidth, making access to a high-quality stream difficult. To this end, ZeroLight

deployed it’s 2D web solution as a backup for those dependent on aging networks and unable to access a 3D stream.

It works by utilising a 3D instance for customisation before generating one 720p image every 10 degrees in real-time,

delivering a full 360° experience, catered to the customer’s preferences. Each time a change is made or an animation

is triggered, a new full 360° is deployed in seconds to provide a seamless, high-quality experience. This ensures all

users can dictate their preferences whilst saving the brand a large-scale investment on an outdated and costly image

bank. Both 3D and 2D web experiences are delivered in seconds, remaining in line with modern customer

expectations. Efficiencies were implemented by utilising a timer for 3D streams, switching to 2D web automatically

on detection of timed inactivity. This managed overall cost and 3D instance availability, ensuring 3D instances were

available as soon as possible for active users.

Creating a Global and Engaging Automotive Product Launch

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Results

Taking place over 14 days (6th - 19th March 2017) the microsite received a total of 23,403 sessions, of which 20,876

were new users (89.2%). The highest recorded number of visits for one day peaked at 4,298. Total average session

duration equated to 3:08 minutes, with a bounce rate of just 14.56%.

In terms of engagement through the configurator alone, there were 22,539 fixed camera changes, supplemented by

the equivalent of 84.02 hours’ worth of free camera movement (26.9% of total campaign duration at 3.5days). Overall,

282,714 configuration changes were made, averaging 12 configurations per session. Average usage per stream

equated to 2.06mins, accounting for 66.88% of average session duration.

In terms of consistency throughout the campaign, during its final five days the site recorded 81,803 paint changes,

30,697 wheel changes, 21,732 interior changes, totalling 48% of overall configurations.

23,403 Sessions

89.2% New Users

3.08 (mins) Avg. Session Duration

4,298 Highest no of Visitors

14.56% Bounce Rate

2.06 (mins) Avg Usage

Per Stream

21,732 Interior changes

22,539 Fixed Camera

changes

81,803 Paint

changes

84.02 (hours) Free Camera changes

30,697 Wheel Changes

Full Duration

Final 5 Days

282,714 Total Configurations

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Geographic Breakdown

Geographical demand was split predominantly between Europe (53.53%) and the Americas (34.40%), totalling 87.93%

of users. Potential barriers to entry may attribute to socio-economic, language or infrastructure limitations.

Demographic Breakdown

As expected, the demographic split shows that those associated with a higher propensity for digital experiences

utilised the experience more. The campaign was particularly effective at engaging those between 18 and 34 years

old.

Top 10

Countries

1. USA

2. Netherlands

3. Spain

4. Brazil

5. United Kingdom

6. Italy

7. Germany

8. Argentina

9. France

10. Canada

13.74% Sessions 45 – 54 Years

18.32% Sessions 35 – 44 Years

28.24% Sessions 18 – 24 Years

39.69% Sessions

25 – 34 Years

Note: 0.21% of the sample identified with ‘other’ geographical location

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Device Breakdown

Devices were a close split between desktop and mobile, with google chrome dominating overall browsers.

Top 5 Browsers Utilised

Total media interactions (gallery and video) came to 25,628 events, showing a high propensity for content generated

relating to their favourite configuration.

41.92% Sessions

16.16% Sessions

15.25% Sessions

14.63% Sessions

5.29% Sessions

In App

11,250 Sessions

Desktop

48.07%

10,689 Sessions

Mobile

45.67%

1,464 Sessions

Tablet

6.26%

73%

28%

31%

View

Expand

Download

Image Gallery Conversion

37%

20%

Open

Download

Video Conversion

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