UNIT9, Destination British Columbia, and Zulu Alpha Kilo Launch the World’s First Immersive Car Wash

In a first-of-its-kind activation, Destination BC, working with Zulu Alpha Kilo, launched The Great Wilderness Car Wash in Hamburg, Germany. This immersive experience was aimed at educating and inspiring German travellers to discover the wonder of Northern BC, all from the comfort of their car.

It is well known in the world that Germans love their cars. And what they love more than their cars is a good car wash; however, strict regulations prohibit washing cars at home to protect rivers from runoff, making car washes a coveted necessity. The unique setting of the car wash offered a unique opportunity to immerse travellers in an escape from everyday life in Northern BC’s wilderness, turning routine car care into an unforgettable experience.

Working with production company Unit9, this activation transformed an ordinary car wash into an immersive journey through the Northern BC wilderness, combining precision engineering with advanced sensory technology, including 3D projections and high-definition visuals. Greeted by brand ambassadors at the entrance, drivers were given speakers that delivered a perfectly synchronised soundscape, precisely timed with the interactive visuals surrounding the car.

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