Body Controlled Banner

We created a thrilling driving experience in an HTML banner — a first of its kind.


Client Brief

Launch the 124 Spider and bring to life the pleasure of the ride through tactical digital comms.

Background

The Abarth 124 Spider was set to launch in Australia. Built for the open road and tight turns; this is a thrilling car that sweeps you away every time you get behind the wheel. In short, it’s a car that’s fun to drive.

However, our potential driver is found far from the open road. They are more likely to be stuck to their desk and their weekly routine. He’s a businessman, a successful one – 30 to 50 years old, but his life is on repeat. We needed to rekindle his desire for the open road.

Insight

Our challenge was to deliver the feeling of driving the Abarth to an audience who were stuck at their desks. We wanted to really engage them and get people to use their own body to feel the performance of the car.

A YouTube masthead placement offered the perfect solution – a format that would reach the masses without requiring them to download an app or sign up to a database. So, we launched the world’s first body-controlled driving experience in an HTML banner.

Creative answer:

To let people feel the thrill of driving the Abarth 124 Spider—even if those stuck in their daily grind of 9-5 office work, we created a body-controlled driving game in a standard web banner.

The whole experience was optimized and packaged to comply with the limitations of YouTube masthead and DoubleClick delivery requirements, including file size and rendering performance. We optimized our web camera tracking algorithm to deliver a smooth gaming experience on the YouTube masthead delivery platform, catering for variety of user devices and conditions.

How does it work?

The banner uses web camera based motion tracking to let players control the game with their body. It was achieved using standard cross-browser technologies for maximum audience reach and device support.

The results

Our banner receiver over 400,000 interactions in one day. We also achieved an average dwell time of 2 min 37 sec – which is 5x higher than YouTube benchmark.