The Roche iCare VR Experience

An educational virtual reality experience

Overview

Project

Roche icare VR Experience

Client

Roche

What We Did

Live Immersive Experience Concept, Creative Direction, Art Direction, Project Management, 3D Modeling, 3D Animation, 2D Motion Graphics, Composting, App UX and Build, 360 Degree 3D Scene Production and Rendering, Experiential Space Design and Production.

Roche Diagnostics Middle East (RDME) was launching its global iCare initiative that tells the story of a cardiac patient’s emotional journey from the point of view of the cardiologist. Its main campaign message is “sharing hope, I can give answers to one, and hope to many”. Part of the initiative is a global calendar of events that brings together cardiac specialists and medical professionals. For the RDME regional launch in Dubai, OH37 was tasked with designing and producing the event setup, event branding and devise an exciting solution to showcase two testimonial videos to the attendees who are medical and none medical professionals.

The highlight for us was our approach to showcasing the videos: you opted to create a virtual reality experiential journey. We aimed to create an experience that captivated the viewers in a series of environments that reflected the campaign’s key messages. The virtual experience would not only convey the emotional campaign message: “sharing hope, I can give answers to one, and hope to many”, but it would also captivate the guests by placing them in the doctors’ shoes and allow them to see the patient from the doctors’ perspective.

The immersive experience was at the iCare Conference in Dubai where people were encouraged to take part during program breaks, and at the start and end of each day. We arranged viewing terminals with rotating leather chairs and headphones so the guests could safely rotate in 360 degree space during the virtual experience.

The Virtual reality experience along with the application was well reviewed by the guests and they were captivated for the duration of the videos that Roche originally wanted to play in addition to the immersive time they spent exploring the virtual world navigated only by reading the key messages. This transformative experience was not only an entertaining element at the medical conference, also a full immersive brand experience with educational value.

Interactive AR and VR

“Brands Can Own a Space That Truly Has No Limits¡”

The following 360 degree videos can be played on a mobile device, but to experience full immersion, you can use any conventional VR headset with a mobile phone and test out the experience yourself!

The roche virtual laboratory and wellness center

Upon wearing the headsets, guest began their virtual experience. They are welcomed into a Roche Virtual Lab with the new and complex cobas® system. Above the machines, guests could chose one of two rooms to enter.

Sharing Hope: An emotional virtual experience

The purpose of this experience was to emotionally connect the event goers to the brand and the campaign on a deeper and more personal level. As the campaign’s concept is built around the cardiologists’ point of view, the users were put in the doctors’ shoes to understand and better relate to the issues.

Playing this video on a mobile device will allow you see the scene as a 360, alternatively you can use any conventional VR headset with a mobile phone and test out the experience yourself !

The Clock Room: Capturing a critical moment in time

A key product feature is how the Roche cardiac tests assist doctors in making life or death decisions in a critical amount of time. A choice that can save patients lives. To translate this urgency and the product’s USPs, we created a room filled with clocks and watches. The users were required to interact with their environment and respond to queues before traveling on to the next experience. This was a true demonstration of how the multi-sensory setting of a VR environment can captivate customers and deliver on-point brand messages.

Playing this video on a mobile device will allow you see the scene as a 360, alternatively you can use any conventional VR headset with a mobile phone and test out the experience yourself !

The Virtual Space Theater:

The interactive journey leads viewers to a virtual theater where they can watch one of the testimonial videos in the quiet of space. The sounds of the conference were muted by headphones and the theater-sized screen provided them with the luxury of a private viewing.

An equirectangular image of a virtual reality theater in space.

Space Theater 2: End of a journey

A second theater played an informative and educational testimonial video. The space was designed as an extension of Roche Virtual Lab, to end their journey in a highly technological and advanced space that reflects the brand. A brand that uses technology to empower people with knowledge and expertise.

VR and AR for events

“engaging event entertainment for guests”

The Guest Experience

The event and the VR experience were a hit. Roche was extremely satisfied that we were able to educate and captivate visitors with the videos and the VR experience. Most importantly, the whole experience left visitors with a strong brand impression. Both the content and journeys were positively reviewed by guests as well as the Roche brand managers responsible for the launch.

Let’s create a virtual journey together,

contact us to start.