Diageo is mandated to participate in CSR messaging and campaigns, and they spend 20% of their advertising budget on responsible drinking messaging.
But in addition, our clients had an earnest compulsion to positively affect the holiday season’s higher rate of drunk-or-impaired driving incidents. They asked us to produce a digital video asset that would run on social media. We knew that we had to do something more impactful, more special.
VR technology was newly emerging in late 2016 and we decided to tell a gripping and ultimately emotional story, and actually put the viewer in the scene – as if they were a passenger in the vehicle. Not only did we shoot each scene 360 degrees so a viewer could turn their head and still be in scene (again, as if they were actually there), we also launched the video where viewers could wear the VR headset while they sat in D-BOX seats – chairs that move and vibrate in sync with the onscreen action and audio, creating a uniquely immersive experience. When the car turned, or stopped or sped up, you felt it in your seat.
We brought the experience to SXSW 2017 and Social Media Week. Strategically placing the screening booth on the Government/Policy Track of the Austin festival and the main lobby of SMW in LA, we targeted select policymakers, municipality, media professionals and non profit influencers. In-depth engagement of 400+ influencers over the course of 3 activation days and thrilling interest from non-profit and government organizations to bring the VR PSA to their constituencies!
We also ran the videos on Facebook 360 and in partnership with the New York Times cardboard VR headsets.
The reaction to the piece, particular by those who watched it fully immersed, was stunning. Many viewers had an emotional response, some were truly shaken. In addition, the piece received a lot of press, a benchmark our clients valued.
