The background of the Gucci Cosmogonie Virtual Pop-Up campaign is the challenge of selling luxury goods online. Due to the high price of luxury products, customers often prefer to experience the brand in person before making a purchase. However, with the rise of e-commerce, it has become increasingly important for luxury brands to find ways to connect with customers online. Gucci Korea recognized this challenge and developed the virtual pop-up as a way to lower the barrier of online purchases and target the Korean Gen MZ, who are known for their interest in technology and innovation. The campaign aimed to create an immersive and engaging experience that would encourage customers to explore the brand's products and collections online and visit offline stores to make a purchase.

The creative idea of the Gucci Cosmogonie Virtual Pop-Up campaign was to use virtual reality technology to create an immersive and engaging experience for customers that would bridge the gap between online and offline shopping experiences for luxury brands. The real Gucci flagship store in Korea was transformed into a virtual space where customers could visit and explore the brand's products and collections from anywhere, at any time. The campaign incorporated elements of the COSMOGONIE collection inspired by the constellation and the zodiac, which appealed to the interests of the Korean Gen MZ, and added a hidden game and secret room to incentivize customers to engage further with the campaign and buy products online and visit offline stores. Overall, the creative idea of the campaign was to create a unique and interactive experience that would activate customers and drive brand loyalty.

The Gucci Cosmogonie Virtual Pop-Up campaign targeted the Korean Gen MZ, a customer segment interested in technology and innovation, and aimed to bridge the gap between online and offline shopping experiences for luxury brands. The campaign transformed the real Gucci flagship store in Korea into a virtual space using virtual reality technology and incorporated elements of the COSMOGONIE collection inspired by the constellation and zodiac. A hidden game and secret room were added to incentivize customers to engage further and visit offline stores. By providing an immersive and engaging experience, the campaign aimed to lower the barrier of online purchases for luxury goods and increase offline foot traffic. The approach effectively drove customer engagement and loyalty, successfully bridging the gap between online and offline shopping experiences for luxury brands.

The Gucci COSMOGONIE VIRTUAL POP-UP campaign was implemented through a variety of touchpoints, including Gucci Korea's website and social media platforms, and utilized a highly immersive and technologically advanced virtual experience. The virtual pop-up was accessed through a landing page on the Gucci Korea website and featured various elements of the COSMOGONIE collection, including a virtual cosmo on the first floor and a zodiac-inspired game on the second floor. Customers who completed the game were rewarded with access to a VIP secret room and an exclusive gift upon visiting an offline store.

The campaign was scaled to reach a wide audience of Korean Gen Z and Millennials, leveraging the popularity of online shopping and interest in zodiac signs. The design and style elements of the virtual pop-up were consistent with Gucci's luxury brand image, featuring high-quality visuals, animations, and sound effects. The implementation process involved transforming the physical Gucci flagship store in Korea into a virtual space, creating a seamless brand experience across both online and offline channels.

Overall, the execution of the campaign successfully leveraged innovative technology, digital touchpoints, and creative design choices to enhance the brand relevance of Gucci among Korean Gen Z and Millennials, driving both online sales and offline foot traffic.

Traffic: Increased by 23% through intensive 360 media exposure.

Sales: Increased by +18% Through STRONG BRANDED ASSETS & IMMERSIVE VIRTUAL TOUR.

Omni Performance: 1.3K clients engaged in VR activities & More than 30% visited the flagship offline store.