Canadian Automobile Association (CAA)
Challenge
Usually, when you think of the Canadian Automobile Association (CAA), what springs to mind is car trouble: emergency roadside assistance and free towing, not tropical vacations. When larger companies offer a diversity of products or services, sometimes a campaign is needed to raise brand awareness for other arms of the company. To help promote CAA as a travel partner, particularly among younger members, we launched the “Fly, Float and Explore” campaign, which centered on a couple in the Bahamas tracking their trip through 360-degree video.
Feast headed to the Bahamas to capture extensive 360-degree video of this Caribbean destination, including underwater VR, drone VR and story-telling VR.
Solution
As more and more digital platforms support 360 video formats, 360-VR is a perfect medium to showcase the turquoise water, white sand beaches, and scuba scenes you’d find on a Caribbean vacation. In total, we produced a series of ten videos that were launched as VR presentations at the 2018 International Auto Show and were rolled out in CAA retail stores that summer. An advertising campaign was coordinated to run over the fall to coincide with the winter vacation booking season, capitalizing on the 360-VR capabilities of Facebook, Instagram, and YouTube.
Services Offered
- Account management and coordination
- Creative strategy development
- Location and production planning
- Creative direction
- Production management
- On-site video and photography production services
- Post-production services
- Graphic design and asset finalization
Results
CAA Travel experienced a spike in website visits as well as growth in their Facebook page visits once the VR presentation went live. It’s estimated that roughly 700,000 people engaged with the content, spending an average of three to four minutes watching the video. The VR content was so successful that CAA decided to extend their use of it offline, displaying it in some of their retail outlets in Ontario.
Feast won awards in several categories of The Communicator Awards, and the VR presentation portion of the campaign was extended to CAA retail outlets across Ontario.
