Oculus

JCDecaux Airport
Art Direction

The Brief: Oculus is releasing a new VR headset, and looking to advertise it at the airport.

The opportunities: Airport advertising engages passengers during long dwell times. “85% would respond to an airport advertising message.” Business Traveller, JCDecaux UK 2015. At the airport, brands have an opportunity to engage with people who in any other setting would often be too distracted with their daily tasks and routines. But being in a captive setting for long periods of time, gives brands a chance to communicate and tell stories that they would otherwise not have enough time for. It connects with alert consumers in a unique environment and receptive mindset, passengers have an average of 90% ad awareness at the airport. New technologies are a predominant item sold in the duty-free zones. Letting customers experience the new features and the product ergonomy. One the most important features of the new headset is the Innovative Lenses. Oculus Go brings experiences to life in rich detail and vibrant colour with crystal clear optics.

The Solution: Creating an experiential stand at the check-in area where passengers have the chance to test the new headset. We chose to enhance the headset’s capabilities by using colourful and visually rich events like the Rio Carnival and the Holi Festival in India. This stand allows passengers to live the experience before they fly to their destination. To maximize the impact at check-in we chose to display the videos visible in the headsets on the T5 Towers. To make the campaign more visible through the airport we chose to display the Oculus videos on the digital screens at the Boarding Gate (Gateroom) when flying to the targeted destination using the JCDecaux dynamic capabilities. E.g. For all flights to India, the Holi Festival advert will display at the Gate.