NRMA Insurance launches interactive motion activated outdoor installation via Whybin\TBWA
Today NRMA Insurance, via Whybin\TBWA\Tequila Sydney, launched an interactive motion activated outdoor installation in Sydney as part of its Motor extras campaign.
The campaign highlights how many car parts other insurers consider “extras” and don’t automatically cover. And there are so many parts, they created a car using them.
While creating the real car, NRMA also developed an identical 3D model of it for the installation, which included all the extras from the real car, including metallic paint, air conditioning, alloy wheels, reversing sensors and even the same 5 car models.
The installation uses a Panasonic time of flight (similar to Microsoft Kinect) sensor, enabling people to interact with the car in a digital outdoor setting and discover for themselves the parts of cars that are not automatically covered by other insurers.
The sensor uses infrared technology to detect a user standing in front of the installation. By
moving their body and hands, they can activate the screen, move the car, watch a video and
discover car parts that may not be included as standard with other insurers. Unlike previous
sensor technology, this can all be done in an outdoor environment and under direct sunlight – a world first.
Lewis Benge, Whybin\TBWA\Tequila creative technologist said: “The introduction of the Microsoft Kinect, and the vast use of multi-touch devices has opened up consumer expectations in the way they interact with devices in their everyday life. By introducing this technology into outdoor advertising, it’s an exciting leap forward into the future thinking of how we as advertisers can interact with people on a whole new level, and provide experiences beyond anyone’s wildest imagination.”
Says JCDecaux Australia’s general manager sales & marketing, Max Eburne: “JCDecaux is
proud to again be pushing the boundaries of OOH with this incredible Motion Activated technology panel. Today’s consumers expect brands to be innovating & accessible at all times, and delivering rich digital engagement across every touchpoint. The merging of innovation, creativity, digital and mobile technology is no longer the future for JCDecaux, but the new imperative. This technology will play a big role in the future of outdoor, and we are leading the world in putting it on the streets now. JCDecaux Australia are thrilled to be in a position to partner with forward thinking agencies & advertisers like NRMA”.
The installations can be found in Pitt Street Mall, Darling Harbour, Chinatown and Martin
Place.
Client: NRMA Insurance
Creative agency: Whybin\TBWA\Tequila
Media Agency: Mediacom
Media owner: JC Decaux
Technology provider: Panasonic and Control Logic
10 Comments
Streets beat you to it recently here, but it’s hardly ‘a leap forward’.
I disagree Ian.
I think the ability to move around a 3D object, zoom in and out, play video and explore all without using a touchscreen or controller IS quite a leap forward from your standard outdoor. The exciting thing is it’s happening in Australia.
Boffswana, Spinefex, Soap, Tequila, Razorfish – All aussie agencies pushing what can be done in this space.
What used to only exist in gaming platforms like X-Box Kinect is now making it’s way into the mainstream.
didn’t colenso do this first.
I’m very impressed with it. I assume the 30 or so people that probably interacted with it were impressed like wise. Once the video is uploaded to youtube it will get lots of views from industry types yet I doubt any consumer will care.
I always have a problem with these execution as their reach is so limited as they only do one execution. You’re probably better off doing a flash mob. Mmmm
Booooring. Thank god this car has been built. Now ring the scrap metal people.
Bet none of your agencies could even come close to building something like this.
I’ve got nothing to do with this campaign but I wish the haters would just shut the f*** up. This is a really smart campaign, and a pretty damn interesting outdoor execution for it too. And can I just add that it’s for an insurance company. Let’s compare it to GIO, AAMI etc. They’ve got some pretty decent agencies haven’t they? What are they doing that even compares to this? This will pick up, or it should.
And before you weigh in, take a look at your own output over the past 12 months. I’m guessing it’s nothing too flash. Getting good work up is hard, and these guys have done it.
Applause, Jesus H C. Regardless of whether there is 1, 2 or 300 executions, this type of work pushes our industry forward. It shows we (the industry) are thinking about different ways to reach and engage an audience.
Having walked past this and the Magnum thing at lunch a few times now, the NRMA ones are getting a lot more people interacting with them. Regardless I agree with above, they’re both really interesting executions and I’m excited that local clients are starting to let us create pieces like this, hopefully we’ll see more.
I think this is effing rad. The future potential for this technology is awesome, I’m thinking how great porn hub will be with this technology too. Look the campaign, product and company are seriously boring (like self harm boring) but to get a boring client like NRMA to do something like this is awesome hats off to Matty or whoever worked on this.