How's everyone long weekends? The summer is here, hang out with friends go the bar and have some beer and good time sounds great. Now, as a new craft beer with Irish recipe, imagine how would you do to introduce the beer brand to a completely new market like let's say Georgia? Here is a great example.
- Agency: Leavingstone
- Creative Director: Levan Lepsveridze
- Account Director: Natia Gogia
- Initial Idea: Rezo Shelia
- Copywriter: Beqa Adamashvili,
- Graphic Designer: Anano Martsvaladze
- Motion Graphics: Toka Areshidze
- Managing Director: Giorgi Burtchuladze
- Writer: Giorgi Avaliani
I believe everyone of us heard the word "virtual reality" for thousands of times already. Everyone is talking about the potential and opportunity of VR in advertising and marketing. Well, Leavingstone, in this case, shows a great example of how to leverage the VR technology in a marketing campaign.
First of all, they found the product has a unique geographic character- the recipe is from Ireland, a piece of beautiful land that everyone want to go. Therefore, they leverage the virtual reality technology, to provide a free virtual trip to the Ireland. Then, they connect the brand and product to the virtual trip through ending the trip in a small Irish bar, with a bunch of rough and interesting Irish people. Now the magic happened, the audience takes off the VR gear, realize the Irish bar is not virtual.
The brilliant part of this work is it provide such unique experience for the audience, and very importantly, it elaborate the virtual reality to strengthen the storytelling in the matter of context, it's not like some of the marketing approaches on VR that pretty much just a cool and fancy video commercial. In this case, everything is so natural, you want to experience the Ireland, so you do the virtual journey, then you stop at Irish bar, suddenly all comes true. You like the Irish in the bar, and you enjoy the beer over there, so you want more in the future, then you memorize the brand. So, when we think about the advertising and campaign approaches, context have huge influence on the effect of an ad.