We wanted to change consumer behaviour and get people to reappraise the cars they drive and buy based on its safety ratings. We also want to put car safety back on the national agenda.

As a branded experience, advertising influenced the simulators development. It needed to combine innovation and story telling to present a compelling safety message. The entire experience was also powered by decades of the brands own crash test data and 50 million insurance claims

Once the story was decided upon, we built the simulator combining existing platforms. But each one was adapted to create a completely new experience.

We used Oculus Rift, Unity, an Arduino Board, a programed micro controller and a custom-built, synchronised hydraulic system. The experience was installed into a real crashed car delivering a unique virtual and physical safety experience.

We are currently building a dual Oculus Rift experience into the simulator, allowing people to sit next to the driver and live through the passenger’s crash experience.

We are also touring the simulator around the country.

This use of technology put safety back on the national agenda.

The innovative safety experience earned 46,000,000 media impressions, appearing on seven national news shows for over 11 minutes. It was discussed on 127 radio stations, written about in every national newspaper and appeared on technology blogs around the world, including the likes of Gizmodo and CNET – that’s enough impressions for every Australian to experience it twice.

The simulator saw 930,000 people in foot traffic (and counting) with visitor generated social media of the experience reaching a further 5,200,000 people.

Importantly it started a media debate on road safety, putting it top of mind for every Australian, influencing consumer behaviour.

It also made people think differently about the brand. Getting positive national coverage for an insurance company usually targeted for rate hikes was amazing. Nothing could have done the brand more good than showing it's an innovative company looking out for every Australian.