QMS NZ has launched an innovative roadshow promotion utilising virtual reality to bring The Commuter Network and Britomart station direct to clients.
QMS insights & innovation director Rupert Fenton says The Commuter Network – comprising 39 small-format digital screens across Auckland’s transport network (including train stations, bus stations and ferry terminals) – provided a new challenge with a unique positioning and new audience.
“The strategy was to ensure this dynamic network could be showcased to as many clients as possible in an unforgettable way,” he said.
Enlisting the help of experienced virtual reality agency, M Theory (the VR arm of Method) and working alongside Auckland Transport, QMS sought to find an innovative, immersive and unique experience for our clients.
The solution was a two-minute virtual reality site tour, allowing QMS to transport clients to the hub of The Commuter Network at Britomart. The experience included visual graphics along with narration, taking clients on an all immersive journey to better understand the network without having to leave the comfort of their office.
“We are incredibly happy with the final product, having launched across Auckland, Wellington & Christchurch it has been a successful roadshow for The Commuter Network”.
“We wanted to go beyond traditional media presentations to launch a product that was new to us and the market in an unforgettable way,” Fenton said.
“Virtual Reality offered engagement, innovation and memorability in a way that no other format could. We know our clients are time poor and whilst it is important for them to be up to date on what is happening, being able to do so in a quick yet effective way was key to our thought process.
“We are incredibly happy with the final product, having launched across Auckland, Wellington & Christchurch it has been a successful roadshow for The Commuter Network”.
M Theory director Sam Ramlu said: “The aim was to make sure this went beyond a typical VR experience, so often just a 360 video with no real story.
“By blending narration and sound with integrated 3D graphics and statistics QMS were able to deliver an experience that didn’t just rely on the novelty of VR.
“Not only did it showcase QMS’ expanding portfolio in a unique way but also proved through sense of depth, scale, and sheer commuter numbers why Britomart is such a sought-after advertising space.”
About QMS Media
QMS Media Limited is a publicly listed company on the Australian Stock Exchange. QMS is a leading outdoor media company in Australia, New Zealand and Indonesia, specialising in premium landmark digital and static billboards, street furniture, retail and transit media.
CREDITS
Agency: M Theory (www.mtheoryvr.com)
Creative Director: Euge Eastlake
Post production, 360 video stitching and editing, user interface, motion graphics, sound design: Nicholas Peek, Euge Eastlake
Animations, graphics, VR integration: Danillo Castilho
Executive producer: Sam Ramlu
Copywriting: Sarah Idle
360 footage: Aliesha Staples, Edward Bellamy – Staples Rentals
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