VR COOL LOVE INVITATION

TitleVR COOL LOVE INVITATION
BrandRIVON
Product / ServiceWEDDING COOKIE
CategoryC01. Guerrilla Marketing & Stunts
EntrantDENTSU ONE Taipei City, CHINESE TAIPEI
Idea Creation DENTSU ONE Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Judy Tao Dentsu One Taipei Chief Creative Officer
Mika Wu Dentsu One Taipei Creative Director
Irene Chen Dentsu One Taipei Copywriter
Each Lee Dentsu One Taipei Art Director
Brain Chen Dentsu One Taipei Assistant Art Director
Rebecca Feng Dentsu One Taipei Account Director
Teene Lin Dentsu One Taipei Account Manager
Ping Lin Dentsu One Taipei Senior Producer
Yvonne Hsu Dentsu One Taipei Associate Director
Karen Han Dentsu One Taipei Senior Account Executive
Marco Wang Dentsu One Taipei Art Dirctor
Ive Chen Dentsu One Taipei Designer
Huang Han Chung Askafilm Poduction Photographer
Yi Hsin Tsai Askafilm Poduction Director
Meng hsien-Lung Askafilm Poduction Editor
Huang Huai-Hsuan Askafilm Poduction Special Effects
Huang Huai-Hsuan Askafilm Poduction Animator
Echo Music Echo Music Music

The Campaign

Rivon helped a couple to realize their dream of diving wedding. Then make VR invitations sending to their families and friends. It allowed recipients to feel like being there witnessing. The wedding documentary became the coolest promotional video for Rivon, a stylish wedding, VR invitation and different perspectives on love. Meanwhile, there’re 360 videos online inviting people to engage. Through this campaign and the wide discussions created by which, Rivon would like to enhance Taiwanese young people’s attention to marriage issue.

Creative Execution

Rivon, a brand of Taiwanese Wedding Cookies, decided to assist with a unique wedding of a young couple and has created VR Cool Love Invitation, which is a new marriage topic beyond imagination. The invitation with the couple’s love story and it can be a cardboard. No matter when and where, the recipients could feel like being in the couple’s diving wedding. VR invitation have become the coolest campaign for Rivon and have helped gaining more attention of young people.

Describe the success of the promotion with both client and consumer including some quantifiable results

The VR invitation has become the coolest promotion for Rivon and has helped gaining more attention of precise TA. It has gained more than 1 million of media impressions and more than 4 thousand of Facebook shares. In average, each participants had played 5 times, nearly 30 percent of them will continue the order of cookie which will be successfully led to the client's shop. As the other participants who were joined because of the share link by their friends, the transition rate is 23%, the effect of viral is magnificent.

Explain why the method of promotion was most relevant to the product or service

The VR Cool Love Invitation Campaign has boosted the brand favorability and generated skyrocketing sales rate, especially for the young generation who has grown passive on the topic of marriage. Attention and discussion were successfully provoked. Aside from the increasing popularity on the internet, the promotion of the O2O event, also synchronizingly raised the retail sales rate.

1. Innovative communication method. By using VR technology, we created the most fantastic wedding scene, to help the couple have their dream weddings and invites their friends to join, and further to increase the social effects. 2. The most creative idea of wedding. Rivon helped a soon-to-wed couple to realize their dream diving wedding. They sent a VR cardboard as the wedding invitations to families and friends. The invitation with the couple’s love story can be folded into a cardboard. On the campaign site, people can experience 360 videos personally. 3. O2O mechanism design. Building up an online platform that couples can customize their own wedding cookies with their names on it and pick up from shops few days after, to increase online-to-offline rate, complete the Eco-System, create social effects(buzz/ viral). Accomplish the mission of brand marketing.