Pit Crew
Challenge

At trade shows and events, every brand is fighting for the same few minutes of attention. Kincrome wanted more than foot traffic. They wanted an activation that builds brand recognition, generates genuine excitement and is still being talked about long after the event.

But the brief went beyond spectacle. The tools had to be the heroes, not lined up in a display cabinet but shown doing what they were built for. Real tools, real jobs, real use cases.

And it had to feel unmistakably Kincrome: practical, energetic and hands-on, while staying simple enough for a first-time VR user to pick up, play and finish with a grin.

We built the experience around the two most recognisable faces of the brand. The vehicle is the Kincrome 79, the brand’s mascot LandCruiser, built up on camera and known to the audience from Kincrome’s channels and the Build Wars series. If you follow Kincrome, you know this truck.

Guiding every moment is Tank: Kincrome brand ambassador, long-term employee and the face of Build Wars. Recorded voice-over puts his personality at the centre of the experience, setting the tasks, calling the shots and giving the whole thing its character.

Around them we created a hyper-realistic virtual workshop, with the 79 modelled inside and out right down to the engine bay, and a series of hands-on jobs all run against the clock: removing a wheel, repairing a CV joint, greasing the suspension, changing the battery and power washing the vehicle.

No trade show stand could let visitors pull a wheel off a LandCruiser or get under its suspension. In VR they can do all of it, safely, at full scale and with a pit clock running.

Every task is designed around a real Kincrome tool. Users reach into the chest, choose the right tool for the job and feel it work, so each challenge doubles as a product showcase demonstrating exactly what the range is for.

That is the brand alignment. Kincrome talks practical and hands-on, and the experience behaves the same way. People don’t watch the products perform. They perform with them.

Tank’s voice sets each task: understand the job, find the correct Kincrome tool and use it to get the 79 ready for its next run. Highlighted components, responsive interactions and haptic cues keep it intuitive, even for players who have never worn a headset.

The timer turns maintenance into sport. Racing through a wheel change or a battery swap gives the experience its pit-crew energy. Fast, competitive and instantly replayable, which is exactly what keeps a queue forming at an event stand.

The sequence builds from mechanical repairs through to the final power wash, ending on a satisfying before-and-after reveal that sends players out on a high.

The Pit Crew Challenge turns a product display into the busiest corner of the floor. Participation is what makes brands memorable. Visitors leave having used the tools, not just seen them, with the range demonstrated task by task.

It also plugs directly into the world Kincrome has already built. The same 79 and the same Tank that audiences follow through Build Wars now meet them in person, extending the content universe into live events and compounding the recognition the brand has earned online.

The result is a repeatable, portable brand experience: excitement on the day, recall long after, and every minute of it spent hands-on with the product.