Winning The Drum Awards for Experiential Activation to Launch a Brand/Product Gold is AMV BBDO and Meta Quest with ‘Old Dog New Tricks’. Here is the award-winning case study.
While Meta Quest is the category leader, the virtual reality (VR) headset category itself isn’t big. With the launch of Meta Quest 3 (MQ3) in the UK, Meta hoped to grow the category and with it their category share, using the new headset’s relatively accessible price point, vast library of content titles and its ace in the hole, the introduction of mixed reality (MR) functionality in the world’s first mass-market headset.
For the UK’s tech heads, upgraders and avid gamers who live and breathe these features, an emotionally compelling but ultimately product-driven campaign would be more than enough to get them to buy one.
But for the uninitiated, and more specifically for our target audience of culture drivers and trendsetters Gen …