EARTH7. THE SPACE ROVER DESTINED FOR EARTH
| Title | EARTH7. THE SPACE ROVER DESTINED FOR EARTH |
| Brand | S7 AIRLINES |
| Product/Service | S7 AIRLINES |
| Category |
B13. Use of Technology |
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Entrant
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ISD GROUP Kiev, UKRAINE
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Idea Creation
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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PR
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Production
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ISD GROUP Kiev, UKRAINE
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Production 2
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KA.KA.HA London, UNITED KINGDOM
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Additional Company
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ISD GERMANY Hamburg, GERMANY
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Credits
| Eric Quennoy |
Wieden+Kennedy Amsterdam |
Executive Creative Director |
| Mark Bernath |
Wieden+Kennedy Amsterdam |
Executive Creative Director |
| Joe Burrin |
Wieden+Kennedy Amsterdam |
Creative Director |
| Evgeny Primachenko |
Wieden+Kennedy Amsterdam |
Creative Directors |
| Teresa Montenegro |
Wieden+Kennedy Amsterdam |
Art Director |
| Gustav von Platen |
Wieden+Kennedy Amsterdam |
Interactive Designer |
| Jake Barnes |
Wieden+Kennedy Amsterdam |
Copywriter |
| Annika Taneja |
Wieden+Kennedy Amsterdam |
Copywriter |
| Kelsie Van Deman |
Wieden+Kennedy Amsterdam |
Head of Interactive Production |
| Martin Weigel, Alexandre Janneau |
Wieden+Kennedy Amsterdam |
Planner |
| Clare Pickens |
Wieden+Kennedy Amsterdam |
Group Account Director |
| Jorge Fesser |
Wieden+Kennedy Amsterdam |
Account Director |
| Yulia Prokhorova |
Wieden+Kennedy Amsterdam |
Account Manager |
| Lizzie Murray |
Wieden+Kennedy Amsterdam |
Head of Studio |
| Cory Chonko |
Wieden+Kennedy Amsterdam |
Project Manager |
| Kacey Kelley |
Wieden+Kennedy Amsterdam |
Business Affairs |
| Viktor Shkurba |
ISD Group |
Creative Director |
| Mikhael Traverse |
ISD Group |
UX Director |
| Alexander Savin |
ISD Group |
Technical Director |
| Andrew Sergeev |
ISD Group |
Head of Development |
| Dmitriy Myshnev |
ISD Group |
Head of Engineering |
| Olha Muzychenko, Svitlana Mironchuk, Natalia Tachinskaya, Ilona Lutsenko, Alexan |
ISD Group |
Producers |
| Max Hurov, Egor Tatarenko, Zakhar Kozoliy, Aleksei Komarov, Vladimir Veshtak |
ISD Group |
Designers |
| Ihor Tulub, Anton M. Viktorovich |
ISD Group |
Tech Creative |
| Marina Petrenko, Daniil Kurbatov |
ISD Group |
Film Producers |
| Nikita Kuzmenko, Yan Kasyanov, Dmitriy Stupin |
ISD Group |
Director of Photography |
| Joe Roberts |
Freelancer |
Director |
| Job Kraaijeveld |
Freelancer |
Director Of Photography |
| Pavel Ananich |
Freelancer |
Producer |
| Benjamin Putland |
Freelancer |
Editor |
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.
The augmented reality game combined with cutting-edge technology with simple gesture control. This interactive experience enabled people to pilot the unique rover and explore a remote desert 5000 km away. Seated in front of a huge screen transmitting a live stream from EARTH7’s location, participants were able to remote control the 75kg machine with just a flick of the wrist. The connection was made using custom built 5,000KM high-speed data channel.
Each participant driving the rover had the opportunity to win return tickets to any S7 destination worldwide.
Creative Execution
Piloting EARTH7 had to be intuitive, so anyone could play. We used MYO armband that read hand muscles impulses with EMG sensors. This gesture-powered interface turned advanced robotics system into a fun game.
To make the experience more immersive the rover reaction had to be instant. No satellite solutions could ensure this. So we used custom build dedicated channel that combined fiber optics and 100 km AirMAX wireless channel in the middle of the desert.
The game was displayed on a 5 meter screen with sound live-streamed from the desert. Hundreds of people took part throughout the day, with 9 lucky players winning roundtrip tickets for two to any S7 destination worldwide and 32 winning miles for nearly completing the mission.
The event was streamed live on Facebook and two weeks afterwards a 4-minute movie 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
We've created our own media - space rover controlled by the event guests in real time.
Revealed at a public event in Moscow, EARTH7 created a portal from Moscow to the world.
Insights, Strategy and the Idea
EARTH7 aimed to inspire all Russians to travel, however the core target were people 30+ who have never 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 life samples. 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 travel.