Virtual Reality (VR) is the new wave of technology which is likely to make consumer experiences more significant, more entertaining and more impactful. With brands trying to use the VR way of storytelling and affordable and accessible VR headsets, Virtual Reality is becoming an immersive way for brands to connect with consumers.
One of the campaigns that sends across a powerful message through Virtual Reality is that of NGO Terre Des Hommes and creative production house Revolver Amsterdam and executed in close collaboration with The Ambassadors.
The campaign aims to shed light on everyday child abuse which is often invisible to the outside world. Created with a tailor-made 3D-printed camera rig, 14 cameras and a hands-on team, the ambitious campaign from the international human rights charity invites the viewer to experience a day in the life of Amani – a young Kenyan girl whose daily struggles include child labour, physical violence and sexual abuse.
In order to make the hidden visible and communicate a powerful message in an engaging way, the team had to push the boundaries of existing techniques. “Most of the time Virtual Reality is like a game engine or created in a 3D environment. We debated if we should film it or go completely digital. However, to give the right impact we decided on filming as its about people and we wanted to see the pain that people went through and gaming wouldn’t have had that effect”, shared Diederik Veelo, Founder, The Ambassadors LAB.
Embracing this new technology can benefit brands, says Mr Veelo. “Virtual Reality is on the edge of what is new. VR can have the right impact but it depends on the campaign. Its not a technology trick – if it fits the story, it will have the right impact. The potential for brands to tap into VR to connect with people is almost limitless. We are still in the first phases of a new era that is as yet undefined. Importantly, bravery is paramount here: technology is pushing the brand to grow, whilst at the same time the brand is pushing technology to evolve.”
Consumers are fickle today, looking for new experiences which amuses or surprises them. New technologies can help in creating such unprecedented experiences.
