The challenge: To connect with an adventurous audience through a multi-sensory experience in motion
Nestlé Nuii
A premium ice cream brand from Nestlé, inspired by a spirit of adventure and a selection of exotic, naturally sourced ingredients.
The solution: Virtual dispatch to Java, synchronised in real time with the vehicle
At Innoarea, we designed an immersive application using Oculus Rift headsets that transported passengers to the exotic jungles of the island of Java, the place of origin of the ice cream’s ingredients. Through precise technical integration, we synchronised the vehicle’s movement in real time with the visual content, eliminating latency and preventing any feeling of motion sickness during the journey.
The experience engaged all five senses: users experienced the virtual journey whilst feeling the car’s actual movement, and rounded off the route by sampling the new Nuii ice cream. This combination of immersive technology, a real-world setting and product tasting helped to forge a deep emotional connection between the brand and the user.
Increased advertising impact compared with traditional product activations
- Detailed rendering of the Java rainforest, optimised for VR headsets
- Integration of technological equipment designed to suit BlaBlaCar journeys
- Direct link between the immersive experience and the exact moment of actually tasting the ice cream
Key findings
The project positioned Nestlé Nuii as a pioneering brand in the use of cutting-edge experiential marketing, enabling it to stand out clearly within its sector. The campaign successfully attracted a young, tech-savvy consumer base, raising the perceived value of the product and highlighting the exotic origins of its ingredients.
The initiative demonstrated the technical feasibility of implementing virtual reality in moving vehicles without causing discomfort, opening up new opportunities for immersive advertising. In addition to generating significant impact and media coverage, the campaign strengthened user loyalty and reinforced the brand’s innovative positioning.
