We created an interactive VR experience that transports people into the middle of a packed, sweaty dance-floor of a techno rave in Berlin.

Shooting a real life rave, in a real life Berlin club, with real life Berlin clubbers enjoying Berlin’s hottest new live electronic band Fjaark premiering brand new material.

What’s more, we captured multiple perspectives and user journeys so that people could ‘choose their own adventure’ across different rooms and club spaces

Using the mobile device’s handheld controller people could interact with other clubbers and access different rooms and ‘hidden’ club spaces - amounting to one of the first meaningful & authentic VR representations of an immersive real life cultural experience.

One of the challenges we faced is that the interactive VR film we shot is only accessible to people who own / can get access to the devices.

Therefore in order to engage young people *at scale* we produced an integrated suite of supporting video content - optimised for mobile, and accessible to everyone - that pulled people toward the project, and guided them down the funnel towards the mobile VR headset experience.

We launched publicly with a social video campaign 2 weeks before the VR film was released, inviting people ‘behind the scenes’. This was followed by a short art film diving deeper into the identity politics of Berlin nightlife & VR.

Next we released a 360 desktop version of the film, and finally the VR experience itself – premiered at a press event in the very same Berlin club where the original VR experience was shot.

Through the creative application of technology we unlocked access to a world-famous local music scene and celebrated the culture + characters that define it.

In doing so we galvanised a passionate influencer community and captured mainstream attention: driving product relevancy and engagement *at scale*. Within 2 weeks of campaign launch:

DIRECT REACH: We reached over 5MM people via social channels

PRESS SCALE: We generated 15MM impressions among 3rd party press

ENGAGEMENT: Just under 400k social interactions on the art film alone

PURCHASE INTENT: We increased purchase intent by 75% among our survey sample

ADVOCACY: We generated a 76% uplift in advocacy / recommender scores around the devices

UNDERSTANDING: We drove a 42% increase in terms of how favourably our audience rated mobile VR possibilities