Digestive wellness brand Metamucil continues to poo-sition itself as Australia’s number one fibre supplement with the launch of Gutland – a first-of-its-kind Virtual Reality (VR) experience at Darling Harbour in Sydney.
Gutland, a real world + VR experience, will see users navigate through a highly stylized and gamified digestive system. Whilst moving through the mouth, stomach and intestines, participants will take on a series of challenges before finally exiting out of the proverbial back door.
Metamucil in Gutland seeks to educate participants about the importance of fibre, staying regular and having a healthy gut.
Andrew Crowe, brand manager, P&G Healthcare, ANZ said: “For decades, Metamucil has been in households across the country. Everyone knows why fibre is important but not everyone really knows why. The creation of Metamucil in Gutland is a way of communicating the crucial role of fibre in supporting gut health and regularity in a truly exciting, innovative and interactive way.”
Gutland is part of a broader campaign which aims to get people taking about their digestive health and wellness. It launches off the back of the hugely successful creative featuring Nugget, Miss Metamucil and Gutsy, which has already seen over 5 million views and 40,000 clicks, comments and shares across social channels, including by celeb Michael Clarke, Beau Ryan, Tiffany Scanlon and Paul Gallen.
Kate Chisnall, associate creative director, McCann Health commented: “The VR experience is a perfect complement to the hugely successful creative featuring Nugget, Miss Metamucil and Gutsy we’ve just launched”. The three-minute film has already seen over five million views and 40,000 clicks, comments and shares across social channels, including by celeb Michael Clarke, Beau Ryan, Tiffany Scanlon and Paul Gallen.
Created by Diesel Immersive, the branded Gutland Virtual Reality combines new technologies to create a world-first in brand storytelling.
“The VR experiences now possible in the home are extraordinary,” said Diesel Immersive founder, Daniel Sim Lind, “but while you can see a 3D world around you, when it comes to touch you’re limited to holding game-style controllers. What sets Metamucil’s Gutland experience apart is that you can physically touch everything you see in the VR world. Everything you place your hands on real world is exactly matched by virtual objects inside Gutland. With P&G’s support we have built the world’s most tactile VR experience, with dozens of touchable and tracked objects.”
The Gutland experience is set up as a green-screen stage, allowing adventurers to share videos of their experience inside the virtual world. These “Mixed Reality” videos show both the real person and the fantasy VR world they are experiencing.
“This is the most ambitious live mixed reality video ever attempted. To meet P&G’s brief we have multiple camera angles showing a real person interacting with real things but inside a virtual world. This approach allows us to amplify exposure to an experience that only a limited number of people can get through in a day,” said Sim Lind.