A virtual reality experience for FMCG brand Boursin
In the summer of 2015, BEcause Brand Experience delivered a virtual reality roadshow campaign for Boursin, the indulgent French cheese brand owned by Bel UK.
The event gave consumers a more sensory experience of its products: the Boursin ‘Sensorium’ made its first appearance at Westfield Shepherds Bush, then the Foodies Festival at Alexandra Palace before visiting a series of other Foodies Festivals and Country Shows across the country.
The campaign has been shortlisted for two prestigious marketing awards: a Masters of Marketing Award for Best Experiential and Event Campaign, and an Event UK Award for Best Use of Event Technology in 2015.
Check out the 360 video of the #Boursinsensorium virtual reality experience below (pro tip: to get the full virtual reality experience, use Chrome or an iOS device to view this video):
This virtual reality experience uses an Oculus Rift headset which enables participants to virtually explore the contents of a fridge and experience the best Boursin ingredients up close.
The new brand experience is designed to recruit new and more frequent consumers to the speciality cheese brand and its various flavours, such as Black Pepper and Shallot & Chive, which are now available in portions.
Alongside this sensory experience, consumers were offered samples of Boursin’s Black Pepper and Shallot & Chive flavours, and the look and feel was prevalent throughout the stand and incorporated into furnishings.
Emma Browne, Account Director, BEcause, said:
“There are so many delicious and unique flavours in the Boursin portfolio, and our campaign helped to driving awareness of these through a combination of engaging and immersive virtual reality and sampling experiences. We’re confident that our activations have challenged pre-conceived perceptions of the Boursin brand and helped it to own more indulgent moments.”
This new experiential marketing campaign is part of a wider strategy to encourage consumers to trade up their everyday treats for something a little more sophisticated. The live activity was also backed by influencer relations with lifestyle and food bloggers and targeted digital activity on paid-media.
This article originally appeared on the BEcause website
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