THE SPACE ROVER DESTINED FOR EARTH
Title | THE SPACE ROVER DESTINED FOR EARTH |
Brand | S7 AIRLINES |
Product/Service | PJSC SIBERIA AIRLINES |
Category |
C01. Live Brand Experience |
Entrant
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
Idea Creation
|
WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
|
Idea Creation 2
|
ISD GROUP Kiev, UKRAINE
|
Idea Creation 3
|
WHITEHOUSE POST London, UNITED KINGDOM
|
Idea Creation 4
|
WAVE STUDIOS London, UNITED KINGDOM
|
Production
|
ISD GROUP Kiev, UKRAINE
|
Production 2
|
WHITEHOUSE POST London, UNITED KINGDOM
|
Production 3
|
WAVE STUDIOS London, UNITED KINGDOM
|
Production 4
|
MPC London, UNITED KINGDOM
|
Credits
Mark Bernath, Eric Quennoy |
Wieden+Kennedy Amsterdam |
Executive Creative Directors |
Szymon Rose, Daniel Schaefer |
Wieden+Kennedy Amsterdam |
Creative Directors |
Henrik Edelbring |
Wieden+Kennedy Amsterdam |
Art Directors |
Toby Moore |
Wieden+Kennedy Amsterdam |
Copywriter |
Joe Togneri |
Wieden+Kennedy Amsterdam |
Head of Broadcast Production |
Heidi Baltzer, Helen Hendry |
Wieden+Kennedy Amsterdam |
Broadcast Producers |
Khalid El Khouani |
Wieden+Kennedy Amsterdam |
Assistant Producer |
Martin Weigel |
Wieden+Kennedy Amsterdam |
Head of Planning |
Nusara Chinnaphasaen |
Wieden+Kennedy Amsterdam |
Planner |
Will Oakes, Eleanor Thodey |
Wieden+Kennedy Amsterdam |
Account Director |
Elianne Vermeulen |
Wieden+Kennedy Amsterdam |
Account Manager |
Kristina Jorgensen |
Wieden+Kennedy Amsterdam |
Account Executive |
Maud Klarenbeek |
Wieden+Kennedy Amsterdam |
Art Buyer |
Steele Bonus |
Wieden+Kennedy Amsterdam |
Studio Artist |
Katie Finn |
Wieden+Kennedy Amsterdam |
Project Manager |
Michael Graves |
Wieden+Kennedy Amsterdam |
Business Affairs |
Nacho Gayan |
STINK (London) |
Director |
Andre Chemetoff |
STINK (London) |
Director of Photography |
Toni Moreno, Jon Chads |
STINK (London) |
Producers |
Russell Icke, Gregory Hayes |
WHITEHOUSE, LONDON |
Editors |
Aaron Reynolds |
WAVE LONDON |
Sound Designer/Mixer |
Valentin Hadjadj/- Je suis bien content (p) JSBC |
© 22D Music - Studiocanal |
Artist/Title |
Emmanuel Deletang, Jean Pierre Arquié |
© 22D Music - Studiocanal |
Music Producer |
Dan Lorenzini (lead) |
MPC LONDON |
Flame |
Andreas Feix, Andrew Roberts, Rod Norman |
MPC LONDON |
Nuke |
Mike Diprose, Ross McCabe |
MPC LONDON |
3D |
Neil Miller, Gerard Dunleavy |
MPC LONDON |
Matte Painting |
Jean–Clement Soret |
MPC LONDON |
Telecine |
Sophie Hogg / Lydia Evitt |
MPC LONDON |
Producer |
The Campaign
For decades, humanity has sent out rovers to explore the planets we couldn’t. But for most people, the real undiscovered planet is our own. To encourage people to explore the best planet we know we created EARTH7 – a space rover destined for Earth.
Revealed at a public event in Moscow, EARTH7 created a portal from Moscow to the world.
Combining cutting-edge technology with simple gesture control, users could maneuver the unique rover and explore the remote secret location thousands of miles away where the rover was situated. Seated in front of a huge screen transmitting a live stream from EARTH7’s location, participants were able to remote control the 75kg aluminum machine with just a flick of the wrist. The connection was made using custom built 5,000KM high-speed data channel and kinetic EMG armband.
Each participant driving the rover had the opportunity to win return tickets to any S7 destination worldwide.
Creative Execution
EARTH7 was the interactive activation at the heart of S7’s ‘The Best Planet’ – an integrated national campaign, which included immersive film, print, OOH, radio and digital activations.
EARTH7 launched at Moscow’s ARTPLAY Design Center on December 7 2016, as the crescendo to the campaign that went live two months prior on October 5.
S7 fans were notified of the public event via the brand’s owned channels including their website and social channels. Hundreds took part throughout the day, with 9 lucky players ultimately winning a return ticket for two to any S7 destination worldwide and 32 winning miles for nearly completing the mission.
On the day, the event was streamed live on Facebook and two weeks afterwards a 4-minute film documenting EARTH7‘s reveal was shared on S7’s brand and social channels.
The EARTH7 activation succeeded in not only putting the wonder back into travel, but drove fame and sales for S7 Airlines:
123% sales increase via S7’s website
70% increase in visits to s7.ru
32% increase in brand awareness
5M+ organic film views across S7’s owned brand and social channels
70% of Russians have never left Russia. To them, the rest of our planet feels as remote as Mars. To inspire people to explore the unknown, S7 Airlines created EARTH7 - the space rover destined for Earth.
Revealed at a public event in Moscow, EARTH7 created a portal from Moscow to the world.
Combining cutting edge space technology with simple gesture control, users could maneuver the unique
rover and explore the remote secret location thousands of miles away where it was situated. And be in to win return tickets to any S7 destination worldwide.
EARTH7 aimed to inspire all Russians to travel, however the core target were people 30+ who have flown
before.
EARTH7 was the interactive activation at the heart of ‘The Best Planet’ – an integrated campaign including film, print, OOH, radio and digital activations. It was revealed at an event in Moscow two months following the campaign’s launch.
During the event, participants driving the rover had the opportunity to win tickets for two to any S7 destination worldwide, if they could collect three samples of life on Earth. From jamón to kite-surfing, over 50 samples were rendered on top of the rover’s live video stream in a dynamically generated gaming interface to encourage players to explore the terrain. Each representative of a destination that S7 flies too, these samples of life served as a reminder that from famous attractions to experiences, there are so many amazing things to discover when we