Sometime ago, Boursin Sensorium, a popular French cheese brand realised that while the brand was an authority in the market, its engagement rate with their audience was pretty low.
Boursin wanted to target its everyday young audience to create a kind of experience that would tell them about the ecstasy of indulging in Boursin’s cheese. So, in the year 2015, the brand collaborated with "BEcause Brand Experience" and "Hammerhead" to launch a unique marketing campaign.
The objective of this campaign was to trigger sensory engagement. For this, the brand adopted the method of the experiential road show under which it incorporated flavor sampling with virtual reality.
SO What VR Technology is required by the consumer to engage in the campaign?
With the use of Oculus Rift and CGI Animation, the consumers were taken inside a virtual fridge to help them immerse in the taste of each ingredient. Each move was enhanced by a corresponding sound effect.
Hammerhead used Unreal Engine 4 to make the virtual fridge. It also played around with the scale of objects giving them lifelike size.
The same technology was used to make the 360-degree video that was then made available to viewers who could watch the experience on any browser, smartphone, Google Cardboard or similar VR headset.
How effective was it?
The participants of the campaign were sent personalized videos of their reactions to the VR experience. These six-second clips being small were widely shared across social media with the hashtag #BoursinSensorium.
A special photo booth was set up where people clicked their pics with the virtual fridge and its contents. The result was that the brand reached around 5 million people and its video got over 80K+ video views. For its innovative idea, the campaign garnered a lot of attention and also won several awards.
How could it improve with FURTHER adoption of VR?
Although it was brand’s first attempt at incorporating Virtual Reality in its flavor sampling, the campaign did really well.
For the next time around, the brand can always use high-resolution graphics to enhance the individual’s experience because real life images are more impactful.
The aim of the brand was to set up an “experiential” road show. If we carefully observe the ad, there is a bit of disconnection between the slice’s movement and its corresponding sound. Disconnection takes away the illusion of the reality VR attempts to create. To a user who was experiencing it all in store, the disconnection is avoidable but to a viewer sitting at home, it’s quite noticeable.
More Info On This Campaign
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