The Heist on Cam Oncam is a leading innovator in 360-degree video technologies globally. Oncam employs just over 100 people, is headquartered in Switzerland and operates from regional hubs in the UK, US, Turkey, Singapore, UAE and India. The creative agency is 41,29Gray based in Istanbul, Turkey. Overview: The 3 month campaign is based upon an interactive detective story using 360-degree cameras and put’s the user in the role of the best detective in town. The user has to solve optical puzzles against criminals who use anamorphic illusions to get away with their crimes. Using the unique interface, users were able to view, rewind, zoom-in and out, to solve the crime - using the product itself. Objectives and the idea: To create an entry point to the Oncam brand through a 3-month campaign to build awareness of what differentiates us and drive traffic to the website. Oncam produces state of the art 360-degree security cameras with unique features such as image dewarping, live and retrospective viewing. The challenge was to excite people about the product and make Oncam better known. Product: We are a technology innovator, a vendor that does things in a slightly different way, have quality products, technical expertise and excellent service. Our leadership position and some of our USP’s are being eroded by cheap, usually inferior solutions, which can look like a very attractive option if you don’t look a little deeper. We do not plan to compete on price but on quality and innovation. Reason to believe: With over 10 years of experience in 360-degree video, Oncam technology enables LIVE and RETROSPECTIVE analysis of an entire scene to identify and track threats making it the ideal forensic analysis system. Execution: The Campaign is based upon an interactive detective story using 360-degree cameras and where the user has to solve optical puzzles against the criminals who use anamorphic illusions to get away with their crimes. Through the social media campaign, users were driven to a microsite where they were able to play the game and learn more about Oncam. Results: The campaign created a real buzz and conversation among our peers, raising the awareness in areas where it was unknown before. There were articles written specifically about the campaign in very established security press and it received great comments on all social media platforms. The brand reached a high number of the general public, resulting in over 2m people interacting with the campaign, a 266% increase in followers on twitter, 1153% on Facebook and a 15% increase in sales leads. We also had a high, very targeted reach (~100k) within well-known security portals. This result, against objective, was a targeted traffic increase of 48% to the ‘About Us’ and ‘Product’ sections of the website. 5. Link to the game www.heistoncam.com
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