Virtual Drift challenged a professional driver to race a real car in a virtual reality helmet. Developing world-first tech, we turned an actual vehicle into a giant game controller, allowing our driver to take on a menacing virtual racetrack and demonstrate performance driving, powered by Castrol EDGE, like never before. Blind to the real world, our driver had to rely on his instincts and the performance of his vehicle to reach a beacon and escape the world.

To make our idea a reality we adapted and combined existing technologies across multiple platforms. This included Oculus Rift VR, Ford Mustang technology, GPS satellite tracking and several game engines for building the virtual world.

By extracting data from the Ford Mustang, we were able to track everything from the steering angle and wheel spin, to the dynamic damping and throttle position, allowing us to simulate the vehicle with near perfect accuracy in the virtual world. This data was synced with our driver’s Oculus Rift helmet, making a previously sit-down, stationary experience, now a mobile experience in a moving vehicle.

The track was designed using multiple game engines. We wanted the racecourse to feel alive, forcing our driver to constantly react to his environment. Collapsing tunnels, falling boulders, sheer cliff drops and a nemesis vehicle (in the form of global racing icon Ken Block), all stood in the way of our driver reaching a beacon and escaping the world.

Immersing a driver in the virtual world required months of testing and training. This was crucial in the development of the technology and overcoming latency issues.

The driver’s experience was documented and shared online across multiple platforms. The campaign consisted of a 4min YouTube launch film, a 360° interactive Youtube film, a mobile download for Samsung Gear VR and IOS, a ‘Making-Of’ film, teaser content and photographic stills.

A year in development, the campaign launched on 26th May 2015 with assets distributed globally across Owned, Earned and Paid For channels.

Castrol’s first ever simultaneous global campaign launched in four operating units and all key markets in the same week.

We captivated a global audience:

+ 274 million global views

+ 1.4 billion online impressions

+ $14 million earned media

We ‘significantly exceeded brand and Titanium Strong message uplift targets’ (Millward Brown U.S. Analysis June 2015)

Castrol EDGE is a brand that prides itself on breaking boundaries. For over 115 years its oil has powered the world’s most advanced vehicles, from Le Mans winning track cars, to record-breaking land speed vehicles.

With a brief to increase brand relevance outside of motorsport and build a huge online following, we identified VR as a way appeal to a whole new audience.

By adapting, combining and enhancing existing systems, we created our own world-first tech. Blending VR and performance driving like never before, we hoped to spark conversation about the future possibilities of motorsport and reinforce Castrol’s record-breaking credentials.

Castrol EDGE has helped shape the last 100 years of motorsport. Despite this, the brand remains less relevant outside of the automotive world.

Through world-first innovation, we aimed to create technology-lead entertainment that would broaden the appeal of a low interest product amongst a global online audience. With virtual reality at the centre of the idea, we hoped to harness a growing appetite for tech and cross into the world of lifestyle, news and popular culture.

As part of a marketing campaign, we needed to research and develop our idea within a limited production budget. Everything we did needed to adhere to Castrol EDGE’s rigorous health and safety rules.