Nokia Technologies hit the Cannes Lions International Festival of Creativity with what its cmo Rob Lebras-Brown calls a “perfect marketing storm”—a virtual reality experience that showcased its new suite of digital health products and the viability of VR itself as a marketing platform. And it used its own Nokia OZO VR camera and OZO Reality software platform to do the job.
“We absolutely believe that VR is a credible and critical medium for branding and marketing and wanted to demonstrate what we think is great creative to our peers and inspire them to think about using VR in their campaigns, and we certainly would be delighted if OZO could play a part in that,” Lebras-Brown says.
Lebras-Brown compares VR to where social media was 10 to 15 years ago. “When social media first came out, people went, OK, I’ve got it. Now, what do I do with it?” he says.
Nokia answered that question in a cabana set up along Cannes’ famed Boulevard de la Croisette with an immersive “Healthier Together” VR experience that promotes its recently acquired digital health product lineup, as well as VR content from other marketers. Nokia also hosted master classes and informal panel discussions about VR as a viable medium for advertising and marketing.
For Nokia, VR provided the ideal medium to showcase the digital health products and how they work with its free Health Mate app. “The challenge was how to demonstrate to users the breadth of the range, from trackers, to scales, cameras, video monitors, and do it in a way that showcased their beautiful design and the seamless nature of these products,” Lebras-Brown says.
Captured on Nokia’s 360-degree OZO+ VR camera, the film portrays a real family, instead of an animated one, using the products throughout their day. It opens with the mother combing her hair with the Nokia smart hairbrush, as dad stands on the digital bathroom scale. Computer graphics inserted into the film post-production show the data that appears on the Health Mate app as the characters use the products, such as the father’s weight, body composition and a measure of his cardiovascular health as he stands on the scale. The piece navigates the viewer through the family’s home from bedroom and bath to kitchen and lounge as they use the products then, through gaze-based ecommerce, recommends products based upon the viewers’ eye movements. A virtual shopping basket appears at the end where users can click through to purchase them.
“I hope this will be a proof point to other marketers and creative that VR is here, it is here to stay, and it is an amazing vehicle to help users understand, select and purchase products,” Lebras-Brown says. Agency: Brandwidth, London.