URBAN ESCAPE VR - THE ROOFTOP EXPERIENCE
| Title | URBAN ESCAPE VR - THE ROOFTOP EXPERIENCE |
| Brand | AMF FASTIGHETER |
| Product/Service | URBAN ESCAPE / OFFICE REAL ESTATE |
| Category |
A02. Augmented Mobile Experience |
|
Entrant Company
|
MOBIENTO Stockholm, SWEDEN
|
|
Advertising Agency
|
MOBIENTO Stockholm, SWEDEN
|
Credits
| Sebastian Melchor Hedman |
Mobiento |
Visual Designer |
| Helena Magnusson |
Mobiento |
Project Manager |
| Frans Borgstrand |
Mobiento |
Account Director |
| Zaidin Amiot |
Mobiento |
Creative Technologist |
| Sebastian Buks |
Mobiento |
Developer |
| Daniel Nyberg |
Vobling |
VR developer/3D artist |
| Hanna Sandberg |
AMF Fastigheter |
Project Manager (Client) |
| Cecilia Österholm |
AMF Fastigheter |
Communications Manager |
| Monica Eskedahl |
Freelancer |
Designer |
| Lena Sjödin Roman |
Freelancer |
Copywriter |
| Peter Sydén |
Klevgränd |
Sound |
Creative Execution
We created a virtual experience of the most eye-catching environment: the rooftops, with gardens, outdoor gyms and restaurants.
The virtual world was created in less than 2 months from a 360 skyline footage, and 3D models of the rooftops. We added a soundscape that adapts depending on where you look. The virtual world can be view on screen only, or by inserting the phone into VR goggles.
A so called house book was distributed to targeted clients, consisting of an area map with fitting 3D-printed miniatures of the buildings, a magazine, headphones and a pair of Urban Escape branded goggles.
The campaign was first launched the 27th of October 2015 and the initial results show great interest from the target audience and from industry press. The campaign was featured in Sweden's leading industry media Dagens Media. The 28th of October, a direct mail with Urban Escape branded goggles landed in the mailbox of 200 selected companies, and the sales representatives report increased incoming calls.
AMF Fastigheter now plans to take the concept to the next level by adding new VR experiences to the app, for example interior views and the highly profiled entrances.
Real estate company AMF Fastigheter is about to re-construct an entire block in central Stockholm into a new city space called Urban Escape. The ambition is to become the number one city space for offices, shopping, eating and culture. Urban Escape will offer tenants an environment for innovation, creativity and co-creation.
The objective was to find tenants for Urban Escape’s 62 000 m2 offices. To attract the right kind of tenants, and to motivate some of Stockholm’s highest fees, it is key to convey the vision and unique concept of Urban Escape, rather than handing out traditional brochures, specifications and m2 prices.
We wanted to create a sales material that would not be tossed away when returning after a viewing, but rather engage the stakeholders in the decision making process: the co-workers, the board, the office purchase specialists. To practice the innovative and creative message that Urban Escape preaches.