Sony PlayStation
Challenge
Gran Turismo is widely accepted as the most authentic and realistic driving game available. It’s one of Sony’s most prestigious brands and Kerb were commissioned to create a series of driving skills tests to promote the new release.
What We Did
In order to translate the GT brand onto the web we removed the literal concept of racing cars and instead focused on the experiences of driving, challenging the user to test their Gran Turismo mettle.
In abstracting the cars from any driving based activities we were able to create a highly stylised and slick visual language for the application.
We used minimal 3D assets and animation within the eight separate aptitude tests to reflect the high-end aesthetics of a premium car culture.
These ranged from disorientation simulations that reproduced the effect of G-Force on drivers, to testing the audiences ability to recognise the sounds of different performance car engines.
What Happened
Our game generated a huge amount of conversation around the new release by attracting over 1 million players and generating 412k entries into the competition. Dwell time was really positive with players spending an average 10 minutes playing the game and 13% of players returning to improve their score.
Our modular approach to designing this application provided a rich library of content for agencies to use in other campaign formats.
The interpretation of the GT brand provided a vanilla backdrop for us to focus on the gameplay in the minigame which ultimately delivered a lot of new registrations and competition entries.
