Eclipse VR Pop Up Store
Tara Jarmon, September 2016, "ECLIPSE" campaign - Hakuhodo Gravity team was responsible for creative direction, planning, media buying and event management. The challenge was how to increase brand awareness and promote the world view of the brand. We planned and implemented a pop-up store using VR. In a store, a booth was set up to give visitors a memorable experience of the 2016 AW theme, "ECLIPSE - light and shadow." Visitors first entered the pitch-black venue and put on a head mount to enjoy the starry sky images in VR. When they removed the head mount after watching the video, the booth was transformed into a dazzling space with stars shining just like seen at the end of the video. The audience was surprised to feel as if they had actually been transported to a space where the stars were shining while watching the video. In addition to developing the brand experience content, we also designed a PR strategy. This campaign succesfully appealed to people other than those who had experienced the event by becoming news through influencers and press conferences.
