F I V E w a y s n E w a g E t E c h n o l o g y c a n

E - b o o k s e r i e s 1

b a s E d o n s u c c E s s F u l c a m p a I g n s

F r o m F I V E l E a d I n g b r a n d s

wow yourcustomers

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Through virtual reality,

we’re now able to bring

our one-of-a-kind fashion

show to the retail setting.

These days, you can’t just

wait for people to come

into the store and try on

your jackets. You have to

provide entertainment.

““

Introduction 4

why Vr and 360 Video 5

1/ Tommy Hilfiger 6 Vr runway live show and 360 video

2/ top shop 8 Vr runway live show and waterslide attraction

3/ ted baker 10 Keeping up with the Bakers 360 video and Vr experience

4/ nissan 11 360 Vr Ad experience

5/ swarovksi 12 Vr immersive catalogue

Your Campaign, Your Idea 13

- Tommy Hilfiger

Contents

Cover image: www.ignition.com

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w h y I s 3 6 0 V I d E o h E l p I n g b r a n d s ?

in this age of digital media consumers aren’t just regularly exposed to advertising, they are constantly bombarded with it. This means it’s harder than ever to gain and maintain consumers attention with TV, digital, and mobile marketing.

As a solution, forward thinking brands are taking advantage of 360 video by using it as a tool to create captivating video ads. This allows viewers rotate around in an immersive ad experience, creating more interaction and time spent within the ad.

On an internet upside, social media 360 videos offer an opportunity for brands to create more immersive and user-friendly experiences for their ideal customers.

This allows retailers to create a major “wow factor” in the first few seconds of the video ad. Not only is this important due to short attention spans, but it’s vital because many times users can skip the ad after the first five seconds.

In addition to having positive benefits on marketing and seO, 360 media can also help brands set themselves apart from independent social media influencers.

“We don’t have the baggage of legacy systems. We can make changes instantly and adapt to what our customers are looking for at any given point in time.” says samantha Donohue of the women’s apparel brand evy’s Tree.

The agility samantha mentioned is critical to brands today because of how quickly the retail landscape is changing. she went on to discuss this massive shift, saying, “Apple changed the whole [music] industry with iTunes and i’m super excited to see how companies like ours change the retail shopping experience. The days of people wanting the same thing on the rack are over. They want something unique and that there’s a purpose behind it.”

As we know the retail world is changing with retailers trying more than ever to keep customers coming into physical stores. Retailers are investing in ways to attract people in and to help them stand out from the crowd, not to mention the media hype that comes from innovating with new technology.

Besides physical stores, the internet is no longer flat. Just as brands had to make their sites responsive for mobile, too will they have to make them responsive for Virtual reality (Vr), because the “internet” is becoming a place you step into. even before Vr headsets have reached most markets, the immersive media that goes inside them is increasing the time viewers spend with online video stories.

With the new retail reality being one of constant evolution, more and more retail brands are using virtual reality and 360 video to wow their customers.

Introduction

Why VR and 360 Video

Photo source: pinterest.com

Earlier this year (2017) Samsung teamed up with New York Fashion Week to film a 360 virtual reality experience. “We think there’s a great opportunity for virtual reality in the fashion industry, whether it’s a private fashion event like this one or taking that same experience to the everyday consumer,” says Minson Chen, a product manager for alliances and business development at Samsung Electronics America.

“Using virtual reality also allows retailers and fashion professionals to collect data though the Internet. Designers really want to use information from the consumers and with Vr we can capture this data, bring it back to the brand and ultimately help drive business.”

“

“

Working with

three major

brands, they

discovered that

Vr content was

between 1.5 and

18 times more

effective than

traditional video

Apple changed the whole [music] industry with iTunes and I’m super excited to see how companies change the retail shopping experience. The days of people wanting the same thing on the rack are over. They want something unique and a purpose behind it.

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V I r t u a l r E a l I t y r u n w a y l I V E s h o w a n d 3 6 0 V I d E o

The most accessible, usable and easiest way of introducing virtual reality to your store is through the portable and cordless headset. it requires minimum equipment, its very simple and easy to use with lower financial investment. someone who has mastered using the portable headset in their store was Tommy Hilfiger.

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For New York Fashion Week in September 2016, Tommy Hilfiger used WeMakeVr to create a behind the scenes 360° video on set with the supermodel GiGi Hadid, showing off the new line. The goal of the 360° video was to release it online during the sale of the collection, giving fans a peek behind the curtains on the motivation, styles and design choices of the new clothes.

This 360° video aimed to boost the public interest in the new Tommy Hilfiger collection, as well as giving devoted fans a chance to get closer to Gigi Hadid and her thoughts on the new line.

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since the time of the sale and the release of the 360° video, online traffic to Tommy Hilfiger’s website and Facebook page was increased with 900%. Where Tommy Hilfiger’s normal online campaigns reach an average of 20.000 viewers, the 360° video reached well over 100.000. This makes it a great example for the marketing potential of 360° videos.

You can view the TommyXGigi 360 video here: https://www.facebook.com/tommyhilfiger/videos/10153986849010686/

Photo source: Forbes

We’re never going to be totally immersive as long as we’re looking at a square,

whether it’s a movie screen or whether it’s a computer

screen. We’ve got to put the player inside the experience,

where no matter where you look you’re surrounded

by a three dimensional experience. That’s the future.

Photo source: Forbes

Photo source: Forbes

“

“- Steven Spielberg

Tommy Hilfiger 1

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A brand that we really admire who has taken full advantage of technology to enhance their customers’ experience is Topshop. Topshop has run 2 incredibly successful campaigns that provided their customers an unforgettable, immersive experience.

For these campaigns, Topshop used a Vr headset that required a cord as wireless is on its way. This cord was simply connected under the seat the viewers sat on, tucked away out of sight. The computer-generated experiences are typically used for viewers to be immersed and able to interact with 3D worlds. Users can actually move around in this experience and interact with the environment thanks to the sensors.

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Top shop ran a competition where the 5 winners had the opportunity to come into their f lagship Oxford Circus store, where with the use of Vr they were transported to the front row of London fashion week, seated next to Kate Moss and Anna Wintour.

Top shop’s goal was to create an experience that would open up their London Fashion Week show to a wider audience. Following this experience, visitors to the store three days after the event could re-live the show on-demand.

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This attraction resulted in several hundreds of people experiencing the show on-demand in the days immediately following the show and Topshop were extremely impressed with the response.

It's been a super successful campaign and we are very proud of the result

- Anna Karlen, Senior Marketing Director, TOPSHOP

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The 2nd campaign example where Topshop continued its experiments with virtual reality was the transformation of their Oxford street shop window in London into a virtual reality waterslide in May 2017. Visitors were able to put on a Vr headset and sit on a giant inflatable at the entrance to the water slide, be catapulted in an immersive 360° view water slide ride through London, with a few Topshop-themed surprises along the way.

The slide marked the start of summer for Topshop, and was definitely an exciting way to get shoppers into the summer spirit!

But it didn’t stop there! The bright blue slide also snaked its way around the store on the ceiling, with flashing lights running through it, creating an impression of running water. The end of the slide came down into the store, where customers could sit and have their picture taken. To fit within the digital theme, Topshop also launched a summer themed Snapchat filter.

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“it’s exhilarating. A lot of people haven’t experienced Vr, full-stop, and the fact that they can say they first tried it and were at the gateway of the new and the next in Topshop in London would be fantastic.” - sheena sauvaire, Topshop’s global marketing and communications director, said of the window project.

you can view the top shop water slide experience here: https://www.youtube.com/watch?v=_ENEtE81AOQ&feature=youtu.be

Photo source: VR ScoutPhoto source: www.inition.co.uk

Photo source: VR Scout

V I r t u a l r E a l I t y r u n w a y l I V E s h o w V I r t u a l r E a l I t y w a t E r s l I d E a t t r a c t I o n

Photo source: Experiencethepulse.com

top shop2

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With most fashion brands relying on traditional marketing, Ted Baker’s innovative approach continues to make it one of the most interesting and eye catching brands around.

TB created a social media campaign in the lead up to the 360 experience. Their 360 video was around the theme ‘Keeping up with the Bakers’, where their social media channels were taken over by the Bakers story, encouraging followers to finish off stories started by nosy neighbours. The customers got an opportunity to get involved in the fictional world of the Bakers and completing daily challenges.

in addition, Ted Baker had a 360° shoppable film experience that was hosted on TedBaker.com. Customers are able to poke around the Baker family home, reveal hidden content and purchase the latest collection as worn by the characters.

Ted Baker also brought the Keeping up with the Bakers campaign alive through in-store activation and use of Google’s virtual reality (Vr) headsets.

“it’s an important technical piece for us and we’re keen to have all emphasis leading up to that,” Craig smith, Ted Baker’s brand communication director, explained. “We’re using instagram stories as well to link everything together cohesively.”

Once customers are in store, Ted Baker connected with them through an immersive Vr version of “Keeping up with the Bakers” via branded Google Cardboard devices.

Ted Baker’s global campaign in-store experiences took place across 40 stores. “We know there is a very po-face approach to the fashion industry. But Ted Baker aims to enjoy itself, have fun.

We want to be a brand people enjoy engaging with and that we bring a smile to someone’s face,” - Craig smith, Ted Baker’s brand communication director

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“what we do online is push people into the stores. We know that 90% of all sales are in physical retail. It also allows people to negate with and have a feeling and sense of the brand,” Smith said.

you can view the 360 Shopping ad trailer here: https://www.youtube.com/watch?v=ZSSfIlQnZb8

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Nissan capitalized on the success of Star Wars by creating a new 360 video ad to promote its new rogue in conjunction with the star Wars: rogue One movie release. Launched on April 3rd, 2017 viewers were taken on a test drive of the Nissan Rogue, with a 360 view of a Star Wars battle sequence featuring familiar landscapes and characters.

With the Rogue Experience ads, Nissan was able to embrace the new 360 video technology while still striking a marketing nerve with star Wars fans.

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“Rogue sales have made the jump to hyperspace, up nearly 50% in 2017 from this time last year, and we’re not planning on letting up anytime soon.” - Jeremy Tucker, Vice President, Marketing Communications & Media, Nissan North America, Inc.

you can view the nissan trailer here: https://www.youtube.com/watch?v=-1koxk68ns0

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k E E p I n g u p w I t h t h E b a k E r s 3 6 0˚ V I d E o a n d V r E x p E r I E n c E

ted baker3

nissan4

Photo source: Nissan/LucasFilm

Photo source: VR ScoutPhoto source: Digital Agency Network

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Do you want to create that wow experience for your customers? our team at Varamore has been producing VR and mixed reality content for over 16 years. Among their many valued clients are the respected names Qantas, Samsung, Google, Museum of Contemporary Art Australia, Lendlease, Sydney Conventional & Exhibition Centre and more. We have state of the art cameras, and a postproduction team to cover all areas of your project. We love taking our clients brands to the next level and help them to turn their customers to raving fans.

Another great way retailers can put virtual reality to use is by having customers view an immersive catalogue, while in store or online. imagine that the customers are walking into the store, putting on a Vr headset and being immersed into a runway or another location where they see models showcasing your product.

Virtual reality enables customers to emotionally connect like never before. The models can interact with the viewer, so the viewer feels as though they are there, with them. Not only does the immersive catalogue assist in increased sales, but also it creates raving fans, a store attraction and media hype.

To provide an all-new virtual reality shopping experience, the diamond retailer swarovksi has just announced (October 2017) it is partnering with Mastercard and tech company YouVisit.

Using an immersive catalogue, swarovski gives users an opportunity to browse the Atelier swarovski interior home décor line, full of beautiful swarovski crystals.

this Vr experience will allow customers to better interact with the pieces they want to purchase without going to a store.

By simply using the smartphone app and placing their phone into a compatible mobile Vr headset, customers will be able to enter the crystal-filled shopping experience. The best thing about Vr is it allows potential customers to be at their homes, without the hassle of travelling to a store or event.

You can view the diamond shopping experience here: https://www.youtube.com/watch?v=uFNFU4wgyNI

Photo source: VR ScoutPhoto source: VR Scout

V I r t u a l r E a l I t y I m m E r s I V E c a t a l o g u E

As you have learned from the examples in this eBook, immersive 360 Video and Virtual reality can be a promotional powerhouse.

it is only a matter of time before most brands are using 360 video and virtual reality to connect with customers and attract them back into the store. We believe it will be the forward thinking innovators who grip onto it first and only then, followed by the rest.

Your Campaign, Your Idea

I F YO U W O U L D L I k E T O L E A R N M O R E , E M A I L U S AT I N FO @VA R A M O R E .CO M

swarovski5

info@varamore.com | www.varamore.com

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