The task was to develop a digital campaign with IWC’s new brand ambassador Bradley Cooper to promote the IWC Big Pilot’s Watch Edition "Le Petit Prince".

Normally, when a watch brand works with a celebrity, one expects a photo shoot and maybe a video. We wanted to go beyond and to extend the classical online spot with an interactive and 360° video.

Following IWC’s brands core principle of “technical innovations”, it was important to create an interactive experience which was relevant and up to date with the digital world.

“The Road Less Traveled” is the first ever interactive live action VR film on Google Spotlight Stories with a Hollywood cast. Viewers can join Bradley Cooper on a 360° journey through the Mojave Desert. Together with the team in Mountain View, we created a one of a kind user experience. In the VR experience, viewers not only accompany Bradley Cooper on the road but they also determine the plot of the story by using head and eye movements and making choices along the way to create their own unique experience.

The road trip starts in a loft in downtown L.A. before traveling deep into California's Mojave desert. The user eventually ends up at a aeroplane where he can discover the IWC Big Pilot's watch collection at the end of the journey.

The target audience is men between the ages of 25-45. These are digitally conscious and successful individuals who are excited by the unseen. The platform is relevant because watches shouldn't be seen as old fashioned but rather make their mark in the wake of digitization and stay relevant. The VR experience can be seen by everyone without the need of expensive devices. All the user needs is a smartphone and to download the Google Spotlight Stories App.

The IWC Google Spotlight Story was published in May 2018 on Google Spotlight Stories and Google Daydream.

As well as both Android and iOS, it was accessible on the app store worldwide to a broader audience. There was no need for complicated VR equipment, the whole VR experience could be accessed directly from your smartphone

Concrete figures (impressions / views) about Google Spotlight Stories are not shared by Google. During the campaign period, the app (with the IWC story on the home page) was opened about 4 million times.

At the same time, the experience has been made available to customers in the IWC boutiques. The collection sold successfully in the USA.