Australian agency Matterhorn creates global VR first for Pfizer with Tron-like bike experience
In a first for the drugs giant Pfizer, Sydney agency Matterhorn has created a virtual reality campaign for its pain relief brand Advil, putting viewers behind the the handlebars of a futuristic racer.
The 360 degree interactive campaign makes the most of emerging VR units such as Google Cardboard and Samsung’s Gear VR and takes the 30-second ad campaign into a new realm.
Advil’s experience is aimed at demonstrating speed with which its liquid capsules are absorbed compared to rivals such as standard Nurofen.
Garry Horner, co-founder of Matterhorn, said the space was a competitive one where creating customer engagement was a challenge and wanted to build something that could also be used on tablets at point of purchase.
“The simple reality of marketing today is that having a beautiful TV commercial is crucial, but it’s only half the battle,” Horner said.
“Engaging with customers and retailers in both the grocery and pharmacy sectors is equally important. This is where the Advil VR experience comes in. It gives the Advil Sales team an invaluable tool to ensure the brand is front of mind for customers and pharmacists at the most crucial part of the shopper’s journey… when they’ve got their wallets in their hands.”
Horner said the idea of extending the campaign into a VR execution came during the production.
“We discussed how we could extend the idea. Cutting Edge were keen to flex their creative muscles in the VR space and of course the client was keen to produce something that could be used at the point of purchase, because engaging with consumers in-store is always a vital part of the marketing mix,” he said.
The 3D animation was created by Cutting Edge, which built a scenario where the viewer on the Tron-like bike smashes through pain crystals.
Credits:
- Agency: Matterhorn:
- Creative Team: Matt Kemsley & Garry Horner
- TV Production: PlayFilms
- Music, SFX and Audio: We love Jam
- Post-Production: Cutting Edge
- Director: Simon Maddison
- Executive Producer: Samantha Daley
- Head of VFX Production: Simone Barker
- VR
- VR Supervisor: Simon Maddison
- VR Producer: Lara Allen
- VR Lead: Ævar Bjarnason
- Production
- Production Company: Carnival Productions
- Producer: Ben O’Donnell
Simon Canning
What is the global first part of it?
User ID not verified.
Does it take away the pain of lame? Quickly?
User ID not verified.
Nice work, i assume the ‘first’ refers to the fact that this is the first time Pfizer has used this technology and probably the first time anyone has used VR in this category.
User ID not verified.
Hi John,
Just to confirm this is the first time in the world for Pfizer to use VR this way.
Cheers
Simon
Mumbrella
Thanks for the clarification. i’m sure it’ll work really well for them.
User ID not verified.
I hope they created some kind of shareable content out of this, otherwise it’s a waste of money.
User ID not verified.
Tron came out 30 years ago…
User ID not verified.
it looks good but….
—-“The simple reality of marketing today is that having a beautiful TV commercial is crucial, but it’s only half the battle,” Horner said.
Garbage, the simple reality of marketing to day is to have a beautiful tv commercial to show my mates and over charge the client as it’ll probably make less money than a commercial that explains the product simply, not how small my,……
waste of pfizers shareholders money.
User ID not verified.
Creative approach to advertising. Great job. Using virtual reality for advertising is a great solution. Creation of such advertising will stimulate developing of this area. I work in a marketing agency. Now more popular is gaining using VR in advertising and marketing. The use of virtual reality and 3D visualization systems will allow attracting a potential client. Demonstrate all benefits of your products or services (maybe not yet existing), to convey all impressions from product or service. You can conduct a virtual testing of consumer properties of products. After this, you can stand out from competitors and reduce the cost of advertising. Thank you for the article!
User ID not verified.