Budget Direct has launched a virtual reality ‘public participation’ spot that immerses users within the ad using 360degree technology. The VR advert, a reworked version of the TVC ‘Ride with Risky’, is the first campaign where the public can play a role via a virtual reality viewer, according to the insurance company.
Starring the brazen stuntman Captain Risky, the ad comes in two versions; a virtual reality spot which viewers insert their Android mobile into a Google cardboard headset, and a 360 degree version accessible online.
The clip positions you in the passenger seat with Captain Risky, flipping upside down on the double helix divide – similar to riding a rollercoaster in a car.
Budget Direct worked with advertising agency 303Lowe, production company Goodoil Films and visual effects house Altfx on the idea.
“We are the first company to create an ad that invites the public to play a role. When users watch the ad, Captain Risky talks to them, so it is a very personal approach. As a brand we are always trying to develop engagement,” Budget Direct director of marketing and digital, Jonathan Kerr says.
“It is all about tailoring your message to the environment you are in. You need to impress people to engage with them.”
Kerr says it wasn’t cheap but worth the response: “We’ve had so many amazing Facebook comments [over 500] and shares in the last 12 hours.”
Virtual reality emerged in advertising last year with Samsung and Qantas experimenting with the technology. At the recent Consumer Electronics Show virtual reality was a hot topic, with Facebook-owned VR company Oculus announcing its Rift headset will be going on sale this year.
Budget Direct doesn’t have plans to use the technology in future campaigns, but AdNews would happily take another ride with Captain Risky.
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