Earlier this year, QMS switched on ‘The Commuter Network’ at Auckland’s major commuter hubs. But not wanting to take clients out of their offices to show them, it's created a virtual reality tour.
‘The Commuter Network’ is the result of a partnership between QMS and Auckland Transport, so the two have enlisted the help of VR agency, M Theory (the VR arm of Method), to create a way to showcase ‘The Commuter Network’s’ 39 small format digital screens to as many clients as possible in a memorable way.
The screens are positioned at entrances, exits and concourses across train stations, bus stations and ferry terminals, and the two-minute VR site tour transports QMS clients to the hub of ‘The Commuter Network’ – Britomart.
Included are visual graphics and narration that take clients on an immersive journey to better understand the network without having to leave the comfort of their offices.
Insights and innovation director Rupert Fenton says it wanted to go beyond traditional media presentations to launch a product that was new to QMS and the market.
“Virtual reality offered engagement, innovation and memorability in a way that no other format could. We know our clients are time poor and whilst it is important for them to be up to date on what is happening, being able to do so in a quick yet effective way was key to our thought process. We are incredibly happy with the final product, having launched across Auckland, Wellington and Christchurch, it has been a successful roadshow for ‘The Commuter Network'.”
Director of M Theory Sam Ramlu added the aim was to make sure it went beyond typical VR experience, which is often a 360 video with no real story.
“By blending narration and sound with integrated 3D graphics and statistics QMS were able to deliver an experience that didn’t just rely on the novelty of VR. Not only did it showcase QMS’ expanding portfolio in a unique way but also proved through a sense of depth, scale, and sheer commuter numbers why Britomart is such a sought-after advertising space.”
When ‘The Commuter Network’ launched, QMS Datalab estimated the network would reach approximately 135,000 travellers. Furthermore, census and Roy Morgan Helix Personas data shows that its commuter audience earns more than the average New Zealander and is more likely to be 20- to 35-year-olds.
Taking advantage of that, Vodafone, Seek, Trade Me, Prime, Sky City, and HP have all signed on.