Nissan: A Nissan Rogue® 360° Vr Experience

Credits & Description:

Title: Battle Test: A Nissan Rogue® 360° Vr Experience
Agency: Critical Mass
Brand: Nissan North America
Country: Canada
Entrant Company: Critical Mass, Calgary
Advertising Agency: Critical Mass, Calgary
Media Agency: Omd Usa, Los Angeles
Production Company: Radical Media, New York / Industrial Light & Magic, San Francisco / Disney/Pixar, Burbank / Skywalker Sound, Nicasio
Executive Creative Director: Steve Savic (Critical Mass)
Group Creative Director: Jordon Mowbray (Critical Mass)
Group Strategy Director: Chrissie Graboski (Critical Mass)
Strategy Director: Kerry James (Critical Mass)
Art Director: Fernando Muto Brevilieri (Critical Mass)
Sr. Designer: Javier Olivares (Critical Mass)
Sr. Designer: Dac Tran (Critical Mass)
Copy Director: Peter Von Sass (Critical Mass)
Sr. Producer: Sydney Woodman (Critical Mass)
Producer: Gene Ho (Critical Mass)
Account Director: Kelly Ladwig (Critical Mass)
Director: Sebastian Strasser (Radical Media)
Director Of Photography: Eduard Grau (Eduard Grau Cinematographer)
Music Supervision: Omar Herrera (Walt Disney Studios Motion Pictures Marketing)
Composer: John Williams (John Williams)
Associate Vfx Supervisor: Hayden Landis (Industrial Light & Magic)
Animation Supervisor: Tim Harrington (Industrial Light & Magic)
Cg Supervisor: Leandro Estebecorena (Industrial Light & Magic)
Producer: Megan Matousek (Industrial Light & Magic)
Production Manager: Monika Madrid (Industrial Light & Magic)
Production Assistant: Krystal Boersen (Industrial Light & Magic)
Layout Supervisor: Dacklin Young (Industrial Light & Magic)
Composite Supervisor: Nelson Sepulveda (Industrial Light & Magic)
Digital Paint Supervisor: Alan Travis (Industrial Light & Magic)
Supervising Sound Editor: Matthew Wood (Skywalker Sound A Lucasfilm Ltd. Company)
Sound Designer: David Acord (Skywalker Sound A Lucasfilm Ltd. Company)
Re-Recording Mixer: Kevin Bolen (Skywalker Sound A Lucasfilm Ltd. Company)
Sound Editor: Bonnie Wild (Skywalker Sound A Lucasfilm Ltd. Company)
Sound Editor: Jon Borland (Skywalker Sound A Lucasfilm Ltd. Company)
Synopsis:
Humans can only see 114° of the visual field at one time. The reality? While driving, we may miss the danger around us. The 2017 Nissan Rogue® has amazing technologies. Known as Safety Shield, these technologies are designed to keep you safe. Safety Shield is 360° of protection. But it isn’t easy to understand. This VR piece demonstrates how Safety Shield sees what you miss, in the only way possible: a 360° Battle Test. Because when you look left – you might be missing something on your right.Our goal was to illustrate how danger can be all around you and how Safety Shield can keep those dangers at bay.
Strategy:
We didn’t want to create VR for the sake of VR. In this case, VR was truly key to the concept. Nissan’s technology has you covered in 360° of safety. The VR experience itself, is a 360° experience that puts you right in the action. After finding a critical overlap with the Nissan Rogue® target audience and Star Wars fans, we wanted to truly alarm, startle and delight viewers while showing them how much danger we miss while driving. Using Star Wars intellectual property was the most exciting way to do that. We created everything for the highest fidelity of VR (Vive/Oculus) and scaled the experience for platforms like YouTube 360° and Facebook 360° videos.
Campaign Description:
The 2017 Nissan Rogue® has amazing technologies. Known as Safety Shield, these technologies are designed to keep you safe. Safety Shield is 360° of protection. But it isn’t easy to understand.We needed to find the best way to show what you might be missing when you’re driving. Because when you look left, you might be missing something on your right.Run the most exciting gauntlet in the galaxy from behind the wheel of the new 2017 Nissan Rogue®. Whether you’re outmaneuvering the menace of an AT-ACT or dodging blaster fire, this simulated course is designed to battle-test Rogue’s® Safety Shield Technologies from every direction. Safety Shield is 360°of protection. The concept delivers this protection using 360° technology: virtual reality.
Outcome:
The campaign goal was Rogue (vehicle) awareness. Nissan saw upticks across all upper funnel metrics, including increased purchase intent. It drove a 12% lift in organic mentions, which was a two-year high; Q4 of 2016 was three times higher than Q4 2015. In overall organic mentions, other Nissan vehicles (Altima, Maxima, Sentra, Versa and Pathfinder) rode the wave with Rogue. Positive opinion about the Nissan Brand spiked up with the Star Wars campaign.
Execution:
You’re dropped into a secret location for Nissan’s test center. Your getaway vehicle allows you to Battle Test the new Rogue®. You jump in and avoid all manner of dangers: Tie Strikers, a U-Wing, Rebel Troops, AT-ATCs, a Tie Fighter, a Star Destroyer and even K-2S0. Thanks to Rogue’s® 360° of protection, you make it out of the Battle Test unscathed. We throw so much at you, that you may not even know what you’ve missed. You can relive what you missed by going through the interactive feature gallery to take a detailed look at each piece of Nissan technology even closer.This experience was launched to support the Rogue® campaign and in-home film release for Star Wars: A Rogue One Story (March to April 2017). Fans connected at home through VR stores (Oculus, Steam VR, Samsung VR, Discovery VR, Jaunt, and LittlStar) as well as 360° video placements on Facebook, YouTube and NissanUSA.com. We also scared the pants off visitors at the New York Internal Auto Show and The Star Wars Celebration in Orlando, Florida.The goal? Viewers running through a Star Wars battle which serves as a marketing platform for Nissan Safety Shield.