Optus has turned a simple retail activation aimed at getting customers into its stores into a broader campaign giving fans an up close and personal virtual reality experience with youtube personality Troye Sivan.
The work is one of the first projects for Optus from newly-formed entertainment agency Bring, which opened its doors in February, and is a partnership between Universal Music, Host and One Green Bean.
The agency filmed the VR effort during Sivan’s recent European tour and decided to opt for an intimate experience beginning in his hotel room before following the performer to a sound check.
Fans were asked to visit Optus stores to enter a competition to meet the star, and as part of the promotion were given Optus-branded Google Cardboard devices through which they could watch the exclusive video.
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Roddy Campbell, managing director at Bring, said the aim of the video was to provide an intimate experience to customers, but what had begun as a simple way to bring people into stores had grown along with the project.
Campbell said the idea was to invite fans to view the exclusive video through Sivan’s Facebook page.
Megan Forster, director of innovation and value-added products at Optus said the use of Sivan in the campaign and VR was a unique way to engage with customers.
“Experiences for our customers, and through partnerships like the Troye Sivan 360-video campaign, we are really delivering a new way of seeing, hearing and feeling more from the music and artists that fans love,” said Forster.