Land Rover Austria wanted to be at the Vienna Fair Center, Austria's biggest and most popular car show. The problem was that the show was intended for the Volkswagen group brand only - from Audi to Skoda, this was exclusively a Volkswagen event! No exceptions! Land Rover was not allowed inside the exhibition buildings. The challenge – How to get us there and exhibit the new Range Rover models by whatever means necessary! There was no Wi-Fi at the exhibition center. Since we knew that most car fans are keen on technology and would come armed with their iPhones and other smartphones we thought: Let's communicate with visitors via talking Wi-Fi - the only free Wi-Fi available on-site. By delivering a clear message to their smartphones, we were able to invite visitors to a hands-on driving experience just outside the exhibition grounds.
