How do you take branding to the next level? You make your adverts in virtual reality, of course. We take the MINI Connected 360 for a spin in our review!
Year after year, the fragrance industry churns out a luxury advertisement time after time. The cocktail premise usually follows something like this; one foundation of a beautiful lady, one dash of a handsome man, three parts wandering and lustful stares, and finally, a spritz of silky voice over product shot. When tasked with a similar prospect, automative manufacture MINI simply said ‘to hell with it’. Enter the MINI Connected 360 experience.
Undoubtedly, virtual reality is the upcoming buzzword of our age. Whereas ten years ago smartphones were at the tip of every tech entrepreneur’s tongue, today markets are looking for something new and daring; and between the likes of the Oculus Rift, Gear VR and Vive among others, we’ve would seem to have enough upcoming headsets to sate our interest for a while.
One of our favourite products – and one of the most affordable ways to enter the realm of virtual reality – is Google Cardboard. Our tech pundit Jaco van der Walt already pioneered that experience, which you can read up on through the link below.
Read: Review: Google Cardboard ““ Escape reality on the cheap
Now, MINI has sought to capitalise on virtual reality – developing two bespoke films designed to be experienced in 360 degrees. And, to do it, the company is giving away a virtual reality headset to anybody in Greece, Spain, and Russia who wants to get in touch with a world of pixels.
I was lucky enough to receive a Cardboard VR set from MINI for a hands-on experience with two of the company’s latest ads – Backwater and Real Memories.
Out of the box, MINI Connected 360 is based of Google’s Cardboard headset, and the experience of unboxing the product is as simple as it is dramatic. Underneath a polished box lies an elementary cardboard fold-out unit through which users can configure through the official Cardboard app.
Users are then directed to a MINI portal, where both films can be watched in virtual reality.
Previously, I’ve had hands on time with an early version of the Galaxy VR headset at Samsung’s Galaxy Note 4 launch event; and while I enjoyed the experience, watching a short film in virtual reality was a new and very bold experience.
Read: YouTube Android app will now support Virtual Reality
Tones of The Italian Job abound in Backwater, where the film follows an undercover agent on a heist operation. Sparse and dynamic, viewers are thrown into a world where attention to detail means uncovering more of the plot around them. Sound and cold-toned visuals come together to form a tale of intrigue told through a decidedly up-cycled set of VR binoculars, and turning around in what feels like the set of a real-world play often resulted in the sensation of loosing my balance.
Comparatively, in Real Memories, viewers are thrown into an intimate setting where the main character, Max, explores his past with the viewer. Scenes in Real Memories are tight, interwoven, and integrate the viewer into the plot through use of not only striking sound sets and score, but further through a gripping and personal story told in emotional breadth.
Read: The Teslasuit brings new meaning to virtual reality
For MINI, this is an amazing branding achievement which not only raises the resonance of the brand’s narrative, but breaks new ground in offering a distinctly personal form of advertising through not only the free delivery of a product, but further an involving story that bridges worlds between the firm and the viewer. Traditionally, I’m not receptive to advertising – though this is an effort by MINI which embraces a future technology and runs with it, and should -deservedly so – be applauded for it.
For South African consumers interested in viewing MINI’s Connected 360 branding campaign, a list of compatible VR headsets and a Cardboard instruction kit can be found here. For lucky consumers in Greece, Russia, or Spain, you can order your own MINI Connected 360 headset here.
What are your thoughts? Be sure to let us know in the comments below!
