National Geographic: National Geographic

Credits & Description:

Brand NATIONAL GEOGRAPHIC
Entrant MCCANN NEW YORK
McCANN NEW YORK New York, USA Entrant Company
McCANN NEW YORK New York, USA Idea Creation
FRAMESTORE New York, USA Production
TOMORROW LAB New York, USA Production
Devika Bulchandani McCann New York President
Eric Silver McCann New York Chief Creative Officer - North America
Tom Murphy McCann New York Co-Chief Creative Officer – New York
Sean Bryan McCann New York Co-Chief Creative Officer – New York
Chris Mitton McCann New York Executive Creative Director
Nir Refuah McCann New York Executive Creative Director
Peter Sherer McCann New York Sr. Copy Writer
Rick Cohen McCann New York Sr. Art Director
Ryan Quigley McCann New York Associate Creative Director
Andrew Hajjar McCann New York Associate Creative Director
Nathy Aviram Craft New York Chief Production Officer
Christine Lane McCann New York SVP, Executive Producer – Innovation
Cindi Blondell McCann New York SVP Executive Producer
Courtney Fallow McCann New York Lead Producer – Innovation
Jeremy Miller McCann New York Chief Communications Officer
Neena Koyen McCann New York VP Director Brand Communications
Rob Rawley McCann New York Executive Global Account Director
Jennifer Prieto McCann New York VP Account Director
Juliana Cresci McCann New York Account Supervisor
Savanah Brihn McCann New York SVP Group Strategy Director
Colin Parajon McCann New York Sr. Strategist
Ethel Jones McCann New York Sr. Project Manager
Eric Perini McCann New York Sr. Brand Content Creator
Brett Berman McCann New York Brand Content Creator
Aude Cuenod McCann New York Brand Content Creator
Synopsis
This past spring National Geographic premiered One Strange Rock, an event series from Darren Aronofsky and Nutopia. The show tells the story of Earth, told from the only people who have ever left it: astronauts.
But only 536 brave souls have actually been to space. It requires years of training and education, millions of dollars and state-of-the-art technology. So to promote the show we thought: how can we recreate that experience without requiring viewers to leave the planet?
Strategy
We wanted to reach our core target for National Geographic — an audience that’s seen everything already, that’s already on the cutting edge of technology and gadget releases.
They are the Everyday Explorers. The movers and shakers. They don’t aim for fame or glory, but rather the thrill of having a new perspective or experiencing the familiar through new eyes. They are sometimes known to be discontent with answers, but that’s because they have huge imaginations and a dissatisfaction with how often people gloss over topics. Nothing is a face value, and by challenging the status quo and digging deeper, they uncover new meaning. This is something they share in common with NG’s community of explorers.
With the Astronaut Reality Helmet we wanted to surprise them with a technology they’ve never experienced before.
Outcome
* Season to date, One Strange Rock averaged 0.42/361 L+3 P25-54 rating for four episodes, up +91% versus quarter average.
* DVR Lift from L+SD to L+3 continued to be strong, at +50%, much higher than the non-fiction series average for NGC in fiscal 2018 of 31%.
* Reach was +13% higher than NGC’s non-fiction average: 0.76% for OSR vs. 0.67% for non-fiction average
* Average time spent viewing was also higher by 4 minutes: 31 minutes for OSR vs. 27 minutes for non-fiction average
Execution
We launched the helmet in a unique way: inviting leading journalists to what they thought was a screening, but when they arrived we outfitted them with harnesses, revealing the footage wouldn’t be on a traditional screen but inside the helmets being placed on their heads.
From there, we took twenty-five helmets on the road as an ambassador for science, traveling to planetariums, schools and science centers across the country; including the New York Hall of Science, Alice Tully Hall at Lincoln Center, and the Adler Planetarium in Chicago. The helmets were available during the time the show aired.
Campaign Description
The Astronaut Reality Helmet is a wearable immersive experience housed within a replica space helmet. The content played within this experience has been distorted to fit the curvature of the interior screen providing an exceptionally wide field of view.
Unlike in-market VR headsets, users can freely move their head inside of the dome to look around the entire field of vision, just as an astronaut would within their helmet in space. It contains space content from the show and and through the astronaut reality helmets tells the story of the OSR series as a whole.
Inspired by the innovative storytelling in One Strange Rock, we created the Astronaut Reality Helmet to bring this unique astronaut vantage-point even closer to those on Earth. Housed in a replica space helmet, the projection technology creates an immersive viewing experience through a unique combination of laser projection, custom fish-eye optics and in-built audio.