An augmented reality campaign was carried out for the highly anticipated Bollywood flick Ferrari Ki Sawaari, which allowed the audience to get on the seats of a virtual Ferrari and take it for a spin.
The objective was to become a talk of the town, by coming up with an innovative way to promote the movie and give users something they would cherish for a lifetime.
The strategy was to do something on the digital space that had never been done before for a Bollywood movie. Since the theme of the movie revolved around Ferrari, we wanted to let the audience quite literally, 'live the movie.'
We created an augmented reality application, which allowed the audience to drive a virtual Ferrari. To make this possible, we created a setup that included two real car seats mounted at an exact height as in a Ferrari, along with a steering wheel. All that a user was required to do was take the seat and grab the steering wheel to get into the virtual world where he could drive a Ferrari.
Cameras were installed around the setup, which projected the image of the seat and the ‘driver’ on a large LED screen. When a user sat on the seat, the augmented reality application was triggered and the user would see a Ferrari forming around him within a few seconds. The LED screen showed the virtual Ferrari racing on the road and the user could see himself as the driver of the car.
That wasn’t all! We clicked digital snaps of the users as they drove their virtual Ferrari, which they could instantly share on Facebook. A print of the photo was given away to the users as souvenir.
The activity was carried out in two renowned shopping malls of Mumbai – Infiniti Mall at Malad (for 3 days) and R City Mall at Ghatkopar (for 2 days). The campaign broke two weeks before the release of the much-anticipated movie Ferrari Ki Sawaari. The idea was to grab attention of the moviegoers in the multiplex of the mall.
The campaign targeted all age groups and was a huge success, especially among the kids. In a span of 5 days, more than 2500 people participated in the activity to drive the virtual Ferrari and shared their photos on Facebook. The campaign saw extensive media coverage. The key take-home of the movie – being able to drive the Ferrari – was clearly established.
