PROJECT STRATEGY

Breaking through the noise
(of Humana)

AUTHORs
Juan Cuadra
Sergio Perezalonso
Reading TIME
3 MINUTES
TEAM
CREATIVE/STORYTELLING

As the Labs Team at &why, we are charged with pushing our clients’ ideas forward using cutting-edge technology. We always base our efforts in meeting the fundamental project pillars:

Immersion, transparency and accessibility.

Providing an uncompromised, transparent look at the people and processes of Humana’s production was a first for the brand. We took the responsibility seriously. What better way to showcase their state of the art installations than through high-quality 360° visualisations? This allowed us to highlight not only the beautiful establishments, but the stories of the people behind them as well.

The Humana brand caters to a large and diverse audience, and we wanted to do the same with this project. This meant adjusting the way we tell our story to offer something for everybody. A straightforward story that starts and ends while you sit there idle wasn’t enough. It wouldn’t go with the spirit of Humana nor the project pillars. We needed to spice things up and find a way to immerse the users in their world.

So we gamified the story a bit. Because, let’s face it, not everyone likes the same things, but who doesn’t like games? 

If, uhm, playing around is not your thing, that’s fine! You can still just sit down, press play and watch everything from start to finish. The folks at Humana will be talking to you directly and make you feel welcome all the time. But if you’re more of the curious type - and trust us, you will want to see what’s behind you - there’s definitely something to find as you explore.

We placed hotspots with extra information on things that might be interesting as they look around. Did the tour guide’s words pique your interest? Feel free to branch off the main story for a moment and dive deeper into that topic. Or simply continue, of course - it’s your choice. Is there a place you want to revisit and explore further? No problem, just pop the (very playful) menu to go back there and return whenever you want. Feeling lost? Stretch your hand forward to call the informative dashboard. Oh, and talking about hands, you’ll actually need to scan yours at every security checkpoint. Sorry, rules are rules! And, of course, we made a tutorial for all VR first-timers.

It’s details like these that change the story from “just someone talking while I watch” to an actual experience that people feel a part of. We constantly remind them that they’re inside the world of Humana.

But we didn’t stop there. We know some people find these VR headsets cumbersome and/or tiring. We’re also aware some are more sensitive to motion sickness than others. We wanted EVERYBODY to have access to this experience, so we brought our virtual tour to iPads and the web. Here, you could complete the whole tour, but with a different level of interaction. Rotate your tablet or phone around you to explore the 360 environment. Tap and swipe to deep dive into interesting topics and stories.

All of this, made possible by creating reusable systems and content that we can use to provide a flexible experience to a wider audience.

C02 Humana

telling A story THAT CONVEYs unique brand TRANSPARENCY

Client Humana
Skill Strategy, UX/UI, VR, Content, Production
time From 2019 ongoing
creative brief

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.

Project Vision

We used innovative technology to power a non-linear storytelling format. Instead of shooting static 360° videos, we created a world of interactions, story modules and educative content. This enabled deep exploration for different audiences. We also recorded some really interesting shots - for the unexpected WOW effect along the way.

The creative brief

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.

Our common mindset

We used innovative technology to power a non-linear interactive storytelling format. 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.

PROJECT STRATEGY

COHERENT Narratives

with many
approaches

Read Deep Dive

How do you tell a story that's interactive, authentic and real? One that puts transparency first? We chose VR as our enabling technology and started writing a modular story that engages audiences to dive deeper and learn more. We used selected deep dives, gamification and personal storylines to provide a different experience to every user.

Following Humana's production line

The story closely followed the proven and secure production process of the Humana myPack and other products. This allowed users to see transparently and at their own comfort how natural and safe Humana products are.

CREATIVITY X TECHNOLOGY

HYBRID VR
EXPERIENCE

GAMING &
EDUCATION

Embracing VR and reaching lots of people isn't a contradiction. We decided to use the new Oculus Quest headset, which allowed 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 deepen brand trust by enabling a thorough understanding of the production.

Celebrate the people

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.

PRODUCT VISUALIZATION

Jumping to
THE Vanguard

of modern
technology

We took Humana's legacy brand elements and gave them a digital touch up. Together with custom animations and generated 3D models, this lead to a VR Experience that feels familiar, but offers a meaningful look into the future of the brand.

IRIS BEHRENS,
HEAD OF GLOBAL MARKETING

"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."

Collaboration

Got a new
Challenge?

  • Strategic Digital Branding
  • Digital First Transformation
  • Interactive Digital Web Experiences
  • VR-Storytelling
  • Immersive Installations
  • Value Driven Brands
Get in touch

let's talk
& work