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43 INNOVATION

THE ULTIMATE ATTENTION GRABBER

EMOTIONAL ROI

In terms of brand positioning, there is no doubt that such activation campaigns offer concrete added value for brands in search of innovation.

"Activation campaigns initiated by virtual reality are still quite new in Europe. We are aware of the growing interest in using these new tools. Many applications are possible in different fields: culture, technical industries, leisure, health...," Nadler explained.

"The project is affordable depending on the level of experience that you want to develop," Nadler explained. VR offers a new creative space for agencies and brands where the potential for development and deployment is still in its infancy. In terms of statistics, VR campaigns are less easily quantifiable than digital campaigns because the metrics are different: acquisition of new consumers versus number of unique visitors. "In the case of activation campaigns based on virtual reality technology, we focus purely on the acquisition of new customers. These campaigns make an impact. When we deploy such a campaign in 10 big cities, the traffic and the hype are very important and the reaction on social platforms generates even more visibility. That’s why it is beneficial to merge activation with a multimedia deployment strategy," Nadler said. These campaigns reach both established and new consumers, as well as those who simply want to experience something unique that they will remember for their entire lives. "Being able to experience a sensational sport, such as climbing, that requires great technical skills and a lifetime of learning, is an exceptional opportunity. It makes an impact, and for some people it turns a long-time dream into (virtual) reality!" he added. These virtual experiences are often accompanied by physical experiences centered on a product. Commercial campaigns, therefore, find in VR an excellent springboard for attracting a wider range of customers and inspiring more purchases.

The value comes from how VR is employed in the context of brand strategy and positioning. "The VR solution should not replace the idea or the story. It's the storytelling that takes precedence. It must highlight what the brand offers from a unique point of view,� he said. In the case of adidas and adidas TERREX, the solution provides a first climbing experience to brand admirers and potential consumers, and the chance to experience the lives of these hardcore athletes. The return on investment cannot necessarily be monetized, but it is emotional. Users will remember the experience and associate it with the brand. VR experiences associated with social and digital experiences will certainly increase in the future. "There are communication channels that can be linked to VR campaigns without destroying budgets! It's all about creativity and storytelling," Nadler explained. When a brand communicates, it stays committed to retaining its customers and wants to offer them products and services that are more efficient and personalized. Beyond that, there is also the desire to create a real emotional impact. "For many of us, it's often the first time, and we always remember the first time!" Nadler asserted. "The spectrum of possibilities is still very wide. For brands, there is a big playground to leverage. They have the opportunity to inspire loyal consumers who will then become ambassadors. Pursuing emotional investment is the right move to make today!" These are opportunities that brands must capitalize on.

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SILICON MAGAZINE #08  

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SILICON MAGAZINE #08  

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