VIRTUAL PELOTON

Short List
TitleVIRTUAL PELOTON
ClientSTEVE WAUGH FOUNDATION
Product / ServiceSTEVE WAUGH FOUNDATION
CategoryB01. Education & Awareness (incl. Fundraising and Advocacy)
EntrantHAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Idea Creation HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
PR RED AGENCY Sydney, AUSTRALIA
Contributing STEVE WAUGH FOUNDATION Sydney, AUSTRALIA

The Campaign

The idea was to extend the race out to more people than just those that could be there on the day. Because if more people could be involved then there would be greater awareness and ultimately more funding. So the virtual Peloton was created using virtual reality headsets that showed the ride in 360 video.

Creative Execution

Partnering with national gym network, Fitness First, everyday spin classes were transformed into the Virtual Peloton using the virtual reality headsets, so that riders could have the full visual and physical experience. Riders experienced an 8 minute customized ride in VR, as part of their warm up and each class rode for different children along the way.

587 pieces of national coverage Approximately $10 million in earned media The Captains Ride has raised over $1million.

The target audience was all Australians above the age of 16. We aimed to get people involved who wanted to be a part of the ride but couldn't because of things like safety restrictions, date of ride, family commitments etc. With very little media budget we relied almost entirely on PR and social to get the campaign out to the public. The race ran for one week and all Australians could join the Captains Ride on the website.

Credits

Name Company Position
Tim Green Havas Worldwide Australia Executive Creative Director
Christina Wilmot Havas Worldwide Australia TV Producer
Adam Shutler Havas Worldwide Australia Digital Design Director
Clint Crothers Havas Worldwide Australia Senior Digital Designer
Chris Hulsman Havas Worldwide Australia Project Director
Daniel Fryer Havas Worldwide Australia Copywriter
Darren Cole Havas Worldwide Australia Head of Design
Justin Stafford Havas Worldwide Australia Lead Senior Digital Strategist
Emma Mumford Havas Worldwide Australia Account Manager
Robert Kantarovski Havas Worldwide Australia Senior Digital Producer
James Wright Red Agency Managing Director
Nick Day Red Agency Account Manager
James Kean Red Agency Account Executive
Stuart Turner Havas Worldwide Australia Executive Creative Director
Seamus Higgins Havas Worldwide Australia Executive Creative Director
Links
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