Meta: Oculus Quest 2
Team 641
MSU’s AAF chapter was assigned a national client, Meta and the Oculus Quest 2, and a case study that outlined its history and current problems. 7 months were spent creating a fully integrated marketing campaign to then compete in the National Student Advertising Competition.
The Work
Make Meta Quest 2 a coveted and essential product for college students (and those preparing for it), show how the Meta Quest 2 keeps one socially connected and infinitely entertained, increase market penetration with 18-24 year olds.
Deliverables
Primary and Secondary Research, Campaign Strategy, Manifesto, Big Idea/Creative Strategy, Microsite, Instagram Ad, OOH Floor, Posters, Banner Ads, Digital Billboards, :60 Ad, Plans Book.
60+
Research Hours
420
Survey Responses
32
1-1 Interviews
Competitive Analysis
Audience Analysis
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TRAILBLAZER
Ready to be one step ahead of everyone else. They stay in touch with the latest trends they are not afraid to stand out. This person is the epitome of a go-getter and wants to be the first oen to discover technology trends.
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VISIONARY
The curious one. The one who is intrigued by the headset and virtual reality, but needs a nudge toward buying a ehadset. This is someone who can see themselves using virtual reality in their lives, nut is still just a few steps away from purchasing.
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BYSTANDER
A tough egg to crack. This person is typically not going to seek out the newest technology and while they may be aware of the latest trends, theya rent embracing them. They don’t see virtual reality as something useful for their life and needs to be shown why the Quest 2 is a valuable tool for their life.
Have you ever used VR?
Have you ever heard of the Quest 2?
Key Insight
Our research revealed that our audience greatly values their time and experiences. They seek connection with others and enjoy tapping into their own imagination. While the Quest 2 gives it users infinite possibilities to connect, it has been misconstrued as just another gaming device by many.
Campaign Strategy
Video games are a dime a dozen, but experiences are one in a million. Virtual reality isn’t your average video game, so it shouldn’t be seen that way. By showing the Meta Quest 2 as a symbol of creativity and a tool to explore your imagination, we will position it as an essential item in college students’ lives.
Meta Quest 2 will ignite your imagination to explore endless curiosities.
MANIFESTO
When we were young
We had a boundless imagination.
As we get older our responsibilities take over
And we lose sight of our creative vision.
It’s time we go back to the world we lived in when we were kids
When we were free of restrictions
Free of rules
Where we could take part in adventures with others
And use our youthful innocence to freely express ourselves
It is time we connect with our past.
CREATIVE STRATEGY/BIG IDEA
CONNECT PLAY CREATE
Key to Exploration
