You can try out the personalized video here: http://www.jwstepinside.com Johnnie Walker this week launches ‘Step Inside Your Ultimate Drive’ by iris – the latest instalment in the ‘Step Inside The Circuit’ branded content platform for Johnnie Walker and its sponsorship of the Vodafone McLaren Mercedes F1 Team. The launch of the campaign will see the release of an online video ‘Drive of a Lifetime’ – which uses the latest Facebook Connect technology – to give viewers an exclusive look at the content before its full launch next Monday. The highly-personalised immersive video experience, which users can access at http://www.jwstepinside.com, transports the viewer into the body of an F1 racing driver and customises the walk of anticipation, from trailer to car before the big race. Using Facebook Connect, it personalises the film using photos from the user’s Facebook account, as well as text-to-speech technology and video reflections from the user’s webcam. The user will also be able to interact with F1 legends Lewis Hamilton and Jenson Button. The activity supports the ‘Drive of a Lifetime’ global competition that will see 20 global winners fly to Silverstone in October for three days of training and the opportunity to drive the Vodafone McLaren Mercedes F1 car around the world-famous British circuit. It has been conceived and created by iris’ Singapore office, directed by Bigballs Films and built by Rehab Studios. Grant Hunter, iris’ Regional Creative Director for APAC, said: “Step Inside The Circuit transports you into the glamorous world of F1. We are constantly pushing the experiences and content to give people a real feeling of what it’s like to be part of ‘the circuit’. The Ultimate Drive is a highly-personalised piece that has an impressive degree of immersion.” “The Step Inside The Circuit branded content platform has seen us shoot documentary footage with Lewis Hamilton and Jenson Button at the last few races. Each episode has been shot and edited over the weekend and released within 48 hours, it’s a great demonstration of our Urgent Genius philosophy. We have a number of other Step Inside pieces coming out over the next few weeks and months - this ‘always-on’ approach, we believe, is the future of brand sponsorship.” iris’ Singapore operation works with global blue-chip brands including Diageo, Unilever, Tiger, Heineken, Sony Ericsson, Sony, Audi and Emirates. The agency launched in 2006 and serves as a strategic hub for Asia Pacific. It is now 65-strong, making it one of the fastestgrowing agency networks in the region.
Project: Step Inside the Circuit Client: Johnnie Walker Brief: To invite consumers to experience life inside the exclusive F1 circuit through the eyes of driving icons Lewis Hamilton and Jenson Button. Agency: iris Singapore Creative directors: Grant Hunter and David Brown Copywriter: Jonathan Cockett Art director: Regina Chan Planner: Paul Gage Production house: Big Balls Digital build: Rehab