Virtual reality is hot right now. But while the technology has the attention of many brands, it hasn’t gotten them to open their wallets quite yet. Agencies, convinced of the need to be playing in the VR space, are beefing up their portfolios by taking on some of the costs themselves.
“Agencies need portfolio to work with clients. You can either develop your own prototypes or keep some of your client’s media planning budget for innovation,” said Dave Meeker, vp and global head of innovation at Isobar. “Clients may not want to take risks testing new technologies like VR, so agencies need to absorb some risks by themselves.”
The Isobar Australia team did the agency’s first VR project, called “CoDriver” for GM’s Chevrolet last year. The work combined 360-degree video, 3D game engine technology, surround sound, in-car vibration and Oculus Rift. Viewers could experience the Chevrolet’s driving capacity on an adventure through the New Zealand mountainside. Read More…
