McCann New York’s virtual reality Field Trip to Mars campaign for aerospace group Lockheed Martin picked 19 Lions at Cannes this year, more than any other single piece of work. McCann’s brief was to spark an interest in space among young people.
McCann NY executive strategy directorMike Medeiros told Warc a key objective for Lockheed Martin was to attract young engineers to its business, diverting them from the likes of Google or Apple.
“Part of our goal is to show they are an innovator in tech,” Medeiros said. “Another goal we set for ourselves is to be as innovative with their marketing as Lockheed Martin are with their products. When you work with a client who does amazing things, you hold yourself to a higher standard.
“That became our mission: Lockheed Martin is building the tech to explore the galaxy and take people to Mars. Now they have to inspire the first generation of space age explorers.”
Specifically, McCann and its client worked on rigging a school bus with state-of-the-art technology so that schoolchildren could experience a virtual trip to Mars.
It meant that when they looked out the windows instead of viewing the streets of Washington DC the children felt they had been transported to Mars. And the experience was achieved without the use of headsets or goggles.
According to Medeiros, the bus generated 100% positive sentiment. “The buzz, engagement and conversation around the launch were important and people were talking positively about the brand,” he said.
“We can always get coverage in The Washington Post, Space News and other industry publications, but this was covered in Forbes and Wired, publications that attract innovators and thought leaders. That coverage ultimately drove record traffic to the Lockheed Martin site.”
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