The Brief

2014 started with more deaths on Australian roads than ever before. As the country’s largest insurer we wanted people to start thinking about car safety before it was too late. We created an experience that got people to reappraise the cars they drive and buy based on its safety rating, rather than cosmetic features (like colour) which we know determine a majority of car purchases. By combining existing platforms we custom-built a unique safety simulator that let people take different cars on a crash test. Using Oculus Rift, Unity and a real car with synchronised hydraulics, people crash tested cars with different safety ratings, seeing and feeling exactly how better ratings could save their life. The crash physics were built using decades of our own crash test data and 50 million insurance claims. A small team consisting of a developer, 3D artist and a specialist animatronic engineer were brought together to execute the experience. In Australia this type of innovation has only ever been used for gimmicky gaming experiences, often seen by a limited number of gamers themselves. These platforms have never before been combined to deliver a branded message to the masses. The technology is now on public release.

We wanted to change consumer behaviour and get people to reappraise the cars they drive and buy based on its safety ratings. We also want to put car safety back on the national agenda. As a branded experience, advertising influenced the simulators development. It needed to combine innovation and story telling to present a compelling safety message. The entire experience was also powered by decades of the brands own crash test data and 50 million insurance claims Once the story was decided upon, we built the simulator combining existing platforms. But each one was adapted to create a completely new experience. We used Oculus Rift, Unity, an Arduino Board, a programed micro controller and a custom-built, synchronised hydraulic system. The experience was installed into a real crashed car delivering a unique virtual and physical safety experience. We are currently building a dual Oculus Rift experience into the simulator, allowing people to sit next to the driver and live through the passenger’s crash experience. We are also touring the simulator around the country.

This use of technology put safety back on the national agenda. The innovative safety experience earned 46,000,000 media impressions, appearing on seven national news shows for over 11 minutes. It was discussed on 127 radio stations, written about in every national newspaper and appeared on technology blogs around the world, including the likes of Gizmodo and CNET – that’s enough impressions for every Australian to experience it twice. The simulator saw 930,000 people in foot traffic (and counting) with visitor generated social media of the experience reaching a further 5,200,000 people. Importantly it started a media debate on road safety, putting it top of mind for every Australian, influencing consumer behaviour. It also made people think differently about the brand. Getting positive national coverage for an insurance company usually targeted for rate hikes was amazing. Nothing could have done the brand more good than showing it's an innovative company looking out for every Australian.