Budget Direct invites Aussies to ‘Ride with Risky’ in a VR experience via 303 MullenLowe, Sydney
303 MullenLowe in Sydney has created a virtual ad-within-an-ad for Budget Direct, which gives audiences the chance to ride with Captain Risky as he performs a spectacular double helix jump stunt.
This VR campaign follows the recent launch of Budget Direct’s ‘Jumping The Double Helix Divide’ TVC, which has now been reworked so viewers can experience what it’s like to be a passenger in Captain Risky’s car as he performs one of his infamous stunts.
The latest instalment is best viewed using a Google Cardboard device, or via a 360-degree version that’s accessible online from any browser. For iPhone users, open the link inside the YouTube app.
Says Jonathan Kerr, director of marketing and digital, Budget Direct: ”At Budget Direct we continue to try and shake things up in our sector by bringing together Service, Value and Innovation in all that we do, hence our slogan “Simply Smarter Insurance”. So with that said Budget Direct is the first company in the world to make a TV advert that the public can then take part in, via a mobile phone and a Virtual Reality viewer.”
The VR campaign kicked off with a promotion to find a hidden entry code buried within the visuals, while inviting the audience to literally ride along with the brand.
As part of the campaign, Budget Direct is giving away 1000 Google Cardboard 2.0 Virtual Reality Viewers, with entry details at www.budgetdirect.com.au/win.
303 MullenLowe, visual effects house Alt.vfx and Goodoil Films worked with Budget Direct to bring the idea to life.
Client: Budget Direct
Director of Marketing & Digital: Jonathan Kerr
General Manager – Brand and Media Marketing: Warren Marsh
Marketing Manager – New Customer Acquisition: Catherine Harty
Agency: 303 MullenLowe
ECD: Richard Morgan
Copywriter: Sean Larkin
Art Director: Adam Whitehead
Agency Producer: Sean Ascroft
Head of Business Management: Tony Dunseath
Business Director: James Lammert
Production Company: Goodoil Films
VFX Director: Jesse Bradstreet – ALT.VFX
Director: Hamish Rothwell
Executive Producer: Sam Long
Producer: Claire Richards
Sound Engineer: Barry Stewart, Sound Reservoir
9 Comments
Love it.
That’s how you do it.
I don’t understand – why would I want to look around the 360 environment (which is all computer generated) when I should be focusing on the character talking to me?
Why even do this as a 360?
Ok at best.
Lame execution and lame use of technology.
Agency and client trying to be first to something new in the category for what can only be thought of awards entries (no chance of winning as it’s laughable).
Go back to focusing on the basic digital elements you still haven’t got right.
Or maybe design an insurance product that wasn’t conceived in the 1970’s.
Doesn’t even get a wow look VR prize as it’s so badly put together.
This is something VR has been missing, a sense of playfulness and charm. An underwater 360 view of a dugong swimming past isn’t really pushing the envelope is it. Good work, I laughed and watched it numerous times.
Watched it once, got bored, couldn’t see what was worth watching again.
Funny.