The Model Discovery Unit Immersive Format

The automotive industry is highly creative, visual and experiential. We wanted to create a visually impactful, highly adaptable, mobile responsive product that would engage users in a new, immersive way, while tracking user interactions and engagements within the unit, allowing us to deliver actionable insights to our clients.



Our brief was simple - drive and promote interest in our clients' new car launches. This is a regular brief in the automotive sector, but we wanted to create something new, bespoke and groundbreaking.



Since the Model Discovery Unit was launched in 2020 we’ve produced over 15 bespoke builds for eight different manufacturers, all designed to deliver unique client KPIs. Each one has far exceeded those KPIs.



The MDU format has been designed and built as a modular execution, allowing us to adapt and tailor the unit to clients’ needs or respond to user interactions to ensure maximum engagement.



With clear and easily navigable UX and UI, the MDU puts the reader at the very heart of the content strategy - while sponsored online articles are highly engaging, they don’t tell us what grabs a user’s interest over and above other aspects of the experience. By presenting all the features and benefits of a new car in a fully interactive way, we can monitor and record every aspect of that interaction, from which colour is the most appealing to which price points and trim levels appear most popular.



The MDU delivers added value to our users, presenting content and information in a more interactive format, inviting exploration, engagement and ultimately interest. It’s that interest that our clients are looking for, essentially positioning the MDU as a win for clients and users.