Set against the glamorous, see-and-be-seen scene of Dubai, the Nissan Patrol needed to make not just a dramatic entrance, but a lasting impression. Armed with a motley crew with a vision, we merged a physical activation with beautifully produced digital content and built a scalable film and production studio. Housed inside a bare bones structure of rooms that hid a greater experience, motor show attendees were lead into each space one by one. A Hollywood director coached you through the experience, an award winning robotic arm filmed the action, while a scrappy production and editing crew finessed the final product. We invited people to star in their own Dubai spy thriller, Agent23, and filmed each participant in a fully automated, green screen set, prominently featuring the Nissan Patrol.

While the content team filmed in the Dubai desert, the tech team was building prototypes, iterating towards our vision to create the most immersive story-driven, motor show experience ever seen. The entire film studio was built in 24 hours, and the teams delivered a replicate, real-time tech solution capable of integrating user-generated content with Hollywood-styled action movie footage. All pieces of content were be merged together and finessed into a final product within 2 minutes of filming.

Given the theatrical release of other spy movies in the region, we promoted the activation in cinemas as a rally cry to participate. Coordinating with a promoted wall of sight and sound across regional social platforms, and an unavoidable digital and static OOH presence at the Motor Show, we made sure everyone knew they were an integral part of the action.

We didn't want to go with the strategy of "VR for PR," pushing tech without context. Instead, we wanted to bring visitors along a unique journey which took advantage of the possibilities within physical, digital, and virtual realities, and blended them.

We successfully delivered on all accounts, giving customers an emotive experience in the physical realm, as well as a digitally immortalized memory that customers could take with them.

Enthusiasts, newcomers, and rivals alike queued for hours to participate and they weren't disappointed. The entire activation was borne out of a dream to engage individuals in a multi-sensory experience, with the opportunity to share it with as many fans as they wished.

The hard results illustrate just how effective the activation was:

#1 SHARE OF VOICE

at the DUBAI INTERNATIONAL MOTOR SHOW

FACEBOOK REACH:

8.4 MILLION

TWITTER REACH:

4.4 MILLION

INSTAGRAM ACTIONS:

4.5K

VIDEO VIEWS:

3 MILLION