Humana approached us with an intriguing idea to excite their stakeholders and distributors: showcase their new, state-of-the-art production facilities through an interactive Virtual Reality tour.
Humana is a brand made by families for families. Deeply anchored in the region but known throughout the world for its uncompromising quality and down-to-earth approach, we immediately sparked and developed a strategy that would include the key values of the brand into the experience: Expertise, naturalness and trustworthiness.
We used innovative technology to power a non-linear interactive storytelling format. This enhances the brand throughout a wealth of touchpoints and connects people. Instead of shooting a static 360° video, we created a world of interactions, story modules and educative content, allowing for deep exploration for different audiences. We also recorded some really interesting shots - for the unexpected WOW effect along the way.
How do you tell a story that's interactive yet authentic and real? A story that puts transparency first? We chose VR as our enabling technology and started writing a modular story that engages audiences to dive deeper, learn more and immerse themselves. Our story used selected deep dives, gamification and personal storylines to provide a different experience to every user.
The story closely followed the proven and secure production process of the Humana myPack and other products, allowing the user to see transparently and at their own comfort how natural and safe Humana products are.
"It's incredible how much we have achieved within the first year of our partnership. Our omni-channel VR-experience has really changed the brand and introduced a new era for us."
We think using VR and reaching a lot of people doesn't contradict each other. Early on, we decided to use the new Oculus Quest headset, which enables us to create an extensive range of real-life interactions embedded and integrated into the 360° video base story. All interactions served a single purpose: To enable an understanding of the production, hence deepening the trust through transparency.
We were deeply immersed with Humana's team at the new site, ultimately spending more than two weeks in situ. Real employees led users through the process and physically enabled the tour.
Integrating the legacy brand elements one-by-one was ruled out early on, because where's the fun in that? Instead, we chose to use what people love about Humana and give it a digital touch up. This lead to a fully-featured design system that's ready to be used as a base for interactive web projects and installations alike.
We developed custom animations and generated 3D models for certain brand elements. The result? A VR Experience that feels familiar, but offers a meaningful look into the future of the brand.
Virtual Reality is great for generating that unique sensation of being someplace else entirely. With our app, we bring users straight into the world of Humana - and not just with fancy visuals. Our VR tour constantly reminds users that they’re somewhere else thanks to high-quality audio, a playful user interface and interactive 3D segments that fully utilize the Oculus Quest’s freedom of movement.
"For the first time, we based the design principles developed during the branding on a digital-first experience. We then defined VR, print, and trade fair scenarios - always including motion."