Mobile network provider Three has collaborated with Wieden+Kennedy London, Mindshare and Kinetic, the specialists in contextually connecting and activating audiences on the move, to deliver a virtual reality (VR) experience as part of its Go Roam campaign.

The VR experience is part of Three’s recent campaign launching even more destinations to its Feel At Home service, where you can use your phone abroad at no extra cost in 60 destinations worldwide.

Kinetic Active and Mindshare has created an experiential VR activation which sees shoppers taken on a five-stop world tour of Three’s Feel At Home destinations. From hang-gliding around Christ the Redeemer in Rio and chilling on a Miami beach, to sightseeing in Australia and watching a lantern festival in Hong Kong.

The activation ran on June 17-18 in London’s Westfield shopping centre and will be running again on June 23-24 in Birmingham’s Bullring shopping centre.

The VR experience utilises assets from Three’s recent TV advertising campaign for Go Roam which features a unique animal character that combines a giraffe with a flamingo. The CGI spot, contrasting the ‘nervy’ feelings of a wobbly baby giraffe with the strut of the ‘Giraffe-amingo’, demonstrates the power of Three’s roaming offering that gives customers the freedom to use their phones as they would here in the UK, in more destinations than any other UK mobile network.

Natalie Fowler, marketing communications manager at Three, says: “Our work with Kinetic has truly enhanced our Go Roam campaign. The team provided us with an inspired approach to demonstrating the value of our roaming offering, Kinetic Active’s VR brings Go Roam to a whole new audience in a highly engaging way. We’re excited for consumers to experience the fun and cannot wait to see their reactions.”

The VR experience was developed by Kinetic Active, Mindshare UK, Somewhere Else VR and Ambient. The creative for the ‘Giraffe-amingo’ TV spot was developed by W+K London.

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UK frozen food store Iceland is launching an interactive Facebook Live campaign devised by independent media agency the7stars and social distribution company Jungle Creations to highlight the money that can be saved if you go frozen.

The social media campaign has been created to highlight the UK’s food waste problem, with the average family wasting £700 worth of fresh food every year.

An ice statue containing £700 worth of notes will be broadcast live via Viral Thread, Food Envy and Twisted Facebook sites on January 18. The competition asks viewers to guess how long it will take the sculpture to melt for a chance to win the hidden money.

The competition is more complex than simply guessing how long ice takes to melt, however. As fish is the number one food that benefits from being sold as frozen, an on-screen host, dressed as a fisherman, will be directed by the public in real-time. Whether it’s using a hairdryer to speed up the melting, taking a coffee break or doing fifty press ups to slow it down, directions from viewers will be projected onto the wall behind the host, adding an interactive element to the campaign.

Using this film, Iceland aims to draw attention to the UK’s current food waste issue, whilst suggesting frozen food as a positive alternative. The campaign highlights Iceland’s longstanding #PowerofFrozen message.

Andy Thompson, Social Manager at Iceland, says: “We’re really excited about getting the public involved in our new campaign. Our continued #PowerofFrozen activity has always been about re-educating customers to the value and quality of frozen food, and by involving them in the campaign we hope to reach existing customers as well as new consumers who don’t currently shop frozen.”

Isobel Mooney, Digital Account Lead at the7stars, said: “We wanted to use an entertaining set up to show the general public that by using frozen food over fresh it’s not only better for the environment but also for your budgets. The campaign drives a positive message through championing interactive advertising at its best.”

The Facebook Live video can be viewed on Iceland’s Facebook page.

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