| Title | FERRARI KI SAWAARI AUGMENTED REALITY CAMPAIGN |
| Brand | VIDHU VINOD CHOPRA PRODUCTIONS |
| Product / Service | FERRARI KI SAWAARI |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| Entrant Company: | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| DM/Advertising Agency: | HUNGAMA DIGITAL SERVICES Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Carlton D'silva | Hungama Digital Services Pvt. Ltd. | Chief Creative Officer |
| Kamal Amesur | Hungama Digital Services Pvt. Ltd. | Creative Director |
After the immense success of movies like Munnabhai M.B.B.S. and 3 Idiots, the bar of expectation with Ferrari Ki Sawaari was quite high and Vinod Chopra Films Pvt. Ltd. wanted new-age marketing techniques to build more hype around the soon-to-be-released movie. The objective was to become the talk of the town, by coming up with an innovative way to promote the movie and give users something they would cherish for a lifetime. The idea was to grab attention of the moviegoers.
We created an augmented reality application, which allowed the audience to drive a virtual Ferrari which was the main aspect of the movie.We created a setup that included two real car seats with steering wheel mounted as in a Ferrari. We clicked digital snaps of the users as they drove their virtual Ferrari, which they could instantly share on Facebook. A print of the photo was given away to the users as souvenir. Since the entire movie revolved around a Ferrari, the creative execution ensured that the connect with the movie was engaging and would result in brand recall.
The creative solution was to create something in the digital space that had never been done before for a Bollywood movie. Since the theme of the movie revolved around Ferrari, we wanted to let the audience quite literally, ‘live the movie.’ A user was required to do was take the seat and grab the steering wheel to get into the virtual world where he could drive a Ferrari. Cameras were installed around the setup, which projected the image of the seat and the ‘driver’ on a large LED screen. The activity was carried out in two shopping malls of Mumbai.
The campaign targeted all age groups and was a huge success, especially among the kids. In a span of 5 days, more than 2500 people participated in the activity to drive the virtual Ferrari and shared their photos on Facebook. The campaign saw extensive media coverage. The key take-home of the movie – being able to drive the Ferrari – was clearly established.