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.
''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," says Jonathan Kerr, Director Marketing & Digital, Budget Direct.
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 Altfx and Goodoil Films worked with Budget Direct to bring the idea to life.
Media: Integrated
Category: Finance & insurance
Client: Budget Direct
Agency: 303 MullenLowe
Production: Goodoil Films
Country: Australia
Campaign file: Download campaign file
Director: Hamish Rothwell
Executive Creative Director: Richard Morgan
Art Director: Adam Whitehead
Copywriter: Sean Larkin
Agency Producer: Sean Ascroft
Client: Budget Direct
Director of Marketing & Digital: Jonathan Kerr
General Manager – Brand and Media Marketing: Warren Marsh
Marketing Manager – New Customer Acquisition: Catherine Harty
Head of Business Management: Tony Dunseath
Business Director: James Lammert
Production Company: Goodoil Films
VFX Director: Jesse Bradstreet - ALTVFX
Executive Producer: Sam Long
Producer: Claire Richards
Sound Engineer: Barry Stewart, Sound Reservoir