ALONE: THE OCULUS RIFT EXPERIENCE

TitleALONE: THE OCULUS RIFT EXPERIENCE
ClientAETN ASIA
Product / ServiceTV SHOW
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
EntrantGOVT SINGAPORE Singapore, SINGAPORE
Entrant Company GOVT SINGAPORE Singapore, SINGAPORE
Advertising Agency UNTITLED PROJECT Singapore, SINGAPORE
Production Company BHD FILMS Singapore, SINGAPORE

The Brief

Virtual reality is getting more prominent within the gaming industry, with ongoing developments to improve in-game experiences. However, both virtual reality and Oculus Rift hasn’t really been used much beyond the gaming industry, and its potential for building brand experiences is only just beginning. History Channel was launching a new reality series, 'Alone', that puts the survival instincts of 10 men to the test, facing isolation in a harsh and unforgiving terrain. However, viewers do not believe reality TV is real anymore. The challenge was to convince people that Alone brings reality back to reality TV, generating excitement for the series along the way. Pushing the boundaries of reality TV, the launch campaign would channel the same innovative spirit as well, bringing Alone to life through an immersive virtual reality experience.

With the recent introduction of integrating virtual reality into lifestyles, the idea of watching TV series or movies on a new platform is not too far from actualisation. With the launch of the campaign, Alone premiered #1 in Thailand, top 3 in Malaysia and Philippines, and 127% above regional prime time average. The event video garnered 1.4 million views on History Asia’s Facebook page, where engagement rate increased by 8 times. Word got out that the Oculus Rift experience was coming to Malaysia and Philippines and the gaming community showed up especially just to get their first-hand experience of the technology. Well-received in both Malaysia and Philippines markets, this new technology opens new doors for future campaigns of AEN Networks and History Channel, making TV exciting for audiences again.

As the Oculus Rift is currently in the beta stage, with the public release slated for 2016, most people have heard of it and seen it on Youtube, but have not had the chance to experience using one. Held at shopping malls in Kuala Lumpur and Manila, the technology brought Alone to life in a survival simulation of a non-gamification format, bringing forth the feeling of despair, fear and loneliness of the series beyond the TV set, increasing consumer relevance and making them excited about reality TV and Alone. Key environmental elements, such as foliage, salmon carcasses, wolves and bears, were weaved into the animation sequence to create an authentic experience of Alone. The integration of both technology and execution was essential in pushing the boundaries of this launch campaign, enhancing the experience through the blurring of reality and virtual reality.

Credits

Name Company Position
Aaron Koh GOVT Singapore Executive Creative Director
Louis Li GOVT Singapore Art Director
Marilyn Poh GOVT Singapore Copywriter
Ashlynn Sum GOVT Singapore Creative Group Head
Lucas Burrows Untitled Project Digital Creative
Hogan Burrows Untitled Project Digital Creative
Warren Mackenzie Untitled Project Digital Cretive
Leon Lai GOVT Singapore Business Director
Tenny Ker Untitled Project Digital Project Manager
Jason Tay BHD Films DoP
Sarah Yap GOVT Singapore Senior Account Executive
Sarah Yap GOVT Singapore Senior Account Executive