Title	DNA VR ALPINE EXPERIENCE
Brand	DNA
Product/Service	DNA
Category	C06. Use of New Technology
Entrant	HASAN & PARTNERS Helsinki, FINLAND
Idea Creation	HASAN & PARTNERS Helsinki, FINLAND
Media Placement	TOINENPHD Helsinki, FINLAND
Production	RAW & LAND PRODUCTIONS Helsinki, FINLAND
Production 2	PERFECT FOOLS Stockholm, SWEDEN
Production 3	KUUBI VISUAL PRODUCTIONS Helsinki, FINLAND
Production 4	WOLTTI GROUP Helsinki, FINLAND
Production 5	VISUALISE Helsinki, FINLAND

Name	Company	Position
Mikael Nemeschansky	hasan & partners Oy	Creative director
Jussi Pekkala	hasan & partners Oy	Creative / copywiter
Jan Jernvall	hasan & partners Oy	Creative
Henri Haka	hasan & partners Oy	Creative
Janne Kunttu	hasan & partners Oy	AD assistant
Vesa Markonsaari	hasan & partners Oy	AD assistant
Panu Nordlund	hasan & partners Oy	Managing director
Bernhard Brink	hasan & partners Oy	Account dircetor
Nina Immonen	hasan & partners Oy	Account manager
Tommi Pietiläinen	Raw & Land	Director
Niko Waaralinna	Raw & Land	.
Petri Österlund	Raw & Land	.
Madeleine Modig	Perfect Fools	.
Björn Kummeneje	Perfect Fools	Technical director
Tony Sajdak	Perfect Fools	Technical director
Sivi Uitto	hasan & partners Oy	Account manager
Tämer Mohsen	hasan & partners Oy	Head of integrated production
Will McMaster	Visualise	Head of VR
Alex McMaster	Visualise	Producer
Anu Shibutani	DNA Oy	Marketing director
Petra Kakkola	DNA Oy	Head of retail marketing
Katariina Jokela-Ruuskanen	DNA Oy	Marketing manager
Katariina Ikävalko	DNA Oy	Marketing manager
Elina Leino	DNA Oy	Marketing manager

The Campaign

Our idea was to create a realistic and entertaining virtual reality experience that lets the audience step into the boots of Olympic skiers and literally feel the exhilaration of flying down slopes at 100 km/h.

Campaign Success

The experience consisted of two elements: 360 videos shot together with the Alpine Team on location on Hintertux, and a 4D platform to enhance the experience. The 360 footage together with 3D sound was projected to the user through a Samsung Gear VR headset. The 4D platform with vibrating mat and fan for the wind effect was synchronized with the footage to produce a realistic and authentic experience. A camera was embedded in the platform to capture the experience. After the experience the users received a custom video to share with their friends – and a pair of Google Cardboard Goggles to take home and experience the ride in the comfort of their homes.

Describe the success of the promotion with both client and consumer including some quantifiable results

It is very difficult for mobile operators to differentiate in the market. Their offering, products and pricing are almost identical. Because of this it’s very important for operators like DNA to create experiences that add value for people, and strengthen their connection to the brand. The VR Experience was well received. Every single person (100%) who experienced the VR Alpine Experience gave positive feedback. It had a positive effect on both sales and traffic in DNA Stores. The experience succeeded in creating positive buzz as it travelled around the country, and it generated extremely long queues – the longest one resulting in waits of over one and a half hours. That’s a pretty good result for a commercial event.

Explain why the method of promotion was most relevant to the product or service

The work presented is important because it’s a good example how a brand can take sponsorship – which is usually perceived as visibility – and turn it to something that people can truly experience. By utilizing new ways of storytelling we were able to strengthen the public’s connection to our brand.

A road show was designed around the VR Alpine Experience. The platform travelled around the country and the locations for the experience were chosen with the following criteria in mind: urban, large organic traffic and DNA store near location. People participating in the experience shared their data, and this data was used for inbound marketing purposes to drive people to DNA stores.