Dentsu Creative UK
Wed, 21 Dec 2016 04:07:33 GMT
To stand out with shoppers this Christmas, Jurong Point Shopping Centre gave shoppers a chance to shop and hop on board Santa’s Magical Sleigh for a Virtual Reality rollercoaster ride.
Riding on the popularity that Pokemon Go has generated around mixed-reality environments, the exhilarating VR ride was co-conceptualised with Isobar Singapore, and takes mall visitors on a Santa sleigh ride around the mall. Whilst onboard Santa’s sleigh, they were challenged to shoot Christmas baubles at as many shopping bags as possible to win prizes.
For a fully-immersive experience, the Isobar team built the mall interiors in 3D modelling from scratch, using photos of every corner of the mall to replicate the environment in the ride experience. They then incorporated a sleigh that flew around the mall, and created variations in the track movements to add an element of thrill and excitement even for repeat riders. Finally, they worked on the mechanics of the game such as the scoring system.
As it is the season of giving, shoppers who rode Santa’s Sleigh also received a charming limited edition Christmas paper craft, which was also designed by Isobar.
Chye Yong Hock, Innovation Director for Isobar Singapore, commented: “As Singapore’s largest suburban mall, Jurong Point is always looking for innovative ways to excite and engage with their shoppers. So, when the clients came to us with the brief of delivering a different shopping experience this Christmas, we knew we wanted to incorporate the latest tech innovation to create a fun activity. Virtual Reality is a great way to help shoppers experience the mall, which they are already familiar with, in a completely new way.”
“Santa’s Magical Sleigh” VR experience is part of the ongoing “Christmas Takes Flight” campaign that Jurong Point Shopping Centre is running. The campaign is being promoted on print, broadcast as well as social media.
Art Director: Felani Yap
Creative Agency: Isobar Singapore
Innovation Director: Chye Yong Hock
3D Design: Terence Lim and Ong Yong Sen