Project Overview
With the launch of the national Barossa “Be Consumed” Campaign, the South Australian Tourism Commission wanted to create an immersive interactive experience to support its film, television and print materials. Deloitte Digital created an ambitious HTML5 experience that had visitors interacting directly within the “Be Consumed” TVC to discover the region's unique offerings and characters through maps and rich media.
Project Commissioner
South Australian Tourism Commission
Project Creator
Team
Project Director: Nick Tai
Creative Director: Daniel Cheong-See
Creative Technologist (FED): Lachlan McDonald
Art Director: Fred Nerby
Project Brief
Deloitte worked with the South Australian Tourism Commission to breathe a digital life in to their Barossa TVC. In developing the campaign site, the key objective was to provide a way for the visitor to continue their TVC experience online and discover more about the Barossa region, ultimately hoping to drive booking conversions. With this in mind, Deloitte Digital designed a rich, modern experience that aimed to emphasise the raw and earth elements of the campaign apparent in the TVC. Each layer of interaction is build upon the last; visitors start by watching the TVC, but are quickly invited to view editorial content, such as the region’s award-winning produce and cellar-doors.
Project Need
Our client was already leading the charge in a marketing environment that is traditionally very flat. Our challenge was to find a way to enhance what was an already amazing TVC and use the digital channel to reveal more about the Barossa than what is available via traditional channels.
The design utilises the latest HTML5 capabilities and existing Video API’s to deliver a fully interactive video experience which connected directly through to SATC’s consumer website.
One touch or click allows the user to find out more about unique Barossa experiences. Through interaction with the video a wealth of information maps becomes available, informing the user about restaurants, local produce, cellar-doors, accommodation and of course the Attractions and Characters that make the Barossa Valley one of the most unique and beautiful agricultural regions in the world.
User Experience
Discovering items appear on the track as the video plays, inviting the user to discover context-sensitive editorial content. Each item is relevant to the imagery being displayed at that point in the TVC. When the editorial content is reached, an icon appears inviting the user to discover nearby locations of interest and explore these on a map of the Barossa.
Selecting the information icon directs the user to a more detailed list relating to the discovery item, whether it’s a list of Barossa’s accommodation options or a series of the regions famous cellar doors, the information is clearly presented and easy to consume. The location icon produces and elegant map of relevant POI’s throughout the Barossa region, this all occurs seamlessly without having to leave the page and the user can jump back to the correct point in the TVC at any time with one simple click of the play button. When the video finishes, all interactive content is displayed in a clickable table of contents making discovering Barossa easy and enjoyable even for the novice user.
Project Marketing
The user is instantly engaged through the mysterious audio and artistic imagery which sums up the attractive landscapes, relaxed vibe and of course the sumptuous food and wine available throughout the Barossa. The interactive video bridges the gap between intrigue and information. If it’s the relaxed nature of the region that appeals to the visitor, accommodation options are easily accessed and integration with SouthAustralia.com means booking online is fast and simple. For those who are tempted by delicious local produce and world-class wines it’s easy to discover and locate boutique producers of small goods, fruits and cheese and cellar doors rich in character and style.
Best use of Mobile in Marketing
This category recognises the best use of mobile incorporated in a wider marketing campaign.
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