This document discusses how virtual reality (VR) has renewed interest due to improved technology making experiences more immersive and accessible. VR can be used in business to create empathy, give educational experiences, and assist with training, tourism, and customer experiences. Brands are encouraged to adopt VR to form deeper connections with customers and be early adopters in a growing industry. The future of VR includes more advanced haptics and shared virtual spaces.

1. We’returningareally
bigcorner.It’sfastand
it’s gonna get weird1
Howvirtualrealitycanmassivelychangetheconnectionwithabrand
ChrisChatfield,BrandDirector,BWD
1JonnieRoss,VRLA

2. Virtualreality.VR.Thatweirdheadsetthing,
alongwithgrunge,Britpop,Cali,hugejeans,
combats,Jordans,theWalkman,wassup,The
Matrix.WeallgotsoexcitedaboutVRinthe
90s!Itwasgoingtochangeeverything.Except
itdidn’t.Itvanished.Sowhat’sthedeal?What
happened?Andwhyiseveryonetalkingaboutit
againnow.Doesn’tthisallfeelabitGroundhogDay?
*Thatis,thoseofuswhorememberthe90s 2

3. Whatis
virtual
reality?
3

4. Intechnicalterms,itisathree-dimensional,
computergeneratedenvironmentwhichcan
beexploredandinteractedwithbyaperson.
Apollo11VRtrailer:https://www.youtube.com/watch?v=nOHM8gnin8Y 4

5. Thetermwasfirstcoined
byHarvardUniversity’s
IvanSutherlandwho
createdthefirstVR
headsetin1968.
5

6. However,mostpeople
becameawareofVRinthe
90swhenitwastoutedas
‘thenextbigthing’...
Film:TheLawnmowerMan(‘92)
UnreleasedSegaVR(‘93)
6

7. ...butexpensivehardware,lacklustreprocessingspeedsmeant
poorexperiences,which killedthatversionofvirtualreality.
7

8. Whythe
renewed
interest
inVR?
8

9. Thinglink:http://demo.thinglink.com/vr-editor
Technologyismakingiteasierto
producesimpleVRexperiences
9

10. Processingpowerisvastlybetter,
makingVRexperiencesmoreimmersive
Qantas360video:https://www.youtube.com/watch?v=LltbuEts1BE 10

11. Hardwareisaccessiblewithnumerousheadsets
availableatpricepointstosuitpeople’sbudgets*
Google
Cardboard
$15
Google
Daydream
$95
OculusRift
$549
HTCVive
$799
Samsung
GearVR
$50
Sony
Playstation
VR
$399
FoveO
$599
$0 $000
*Approximatepricesshown
11

12. And,importantly,youdon’thavetoviewalotofVR
withaheadset.Therearealternativemethodsthat
mostpeoplealreadyown...
PCandmouse Mobileandfingers 12

13. Howis
VRbeing
appliedin
business?
13

14. Tocreateunrivalledempathy
instorytelling
Tom’sshoes
https://www.youtube.com/watch?v=jz5vQs9iXCs 14

15. Togiveeducationalexperiencesthat
aren’tpossibleintherealworld
TitansofSpacevirtualtour
https://haptic.al/10-virtual-reality-apps-transforming-education-dc7586badb9a#.bkz04pxqi 15

16. Tohelphealthandsafetytraining
NORCAT(NortherCentreforAdvancedTechnologyInc.)
https://www.youtube.com/watch?v=9gKznb6l_BU
(Seealso:http://www.niea.unsw.edu.au/research/projects/construction-safety-virtual-reality-
training-brookfield-multiplex) 16

17. Topromotetourismbyvirtually
takingpeopletoothercountries
TourismIreland
https://www.youtube.com/watch?v=xVigoyrmcC0 17

18. https://www.youtube.com/watch?v=vVNylwQRUQM
Tofosterlifestylesbehindthebrands
Mercedes
18

19. https://www.youtube.com/watch?v=DVsEb9vla-I
Toassistcustomerswithpurchasingchoices
Lowe’s
19

20. https://www.youtube.com/watch?v=DVsEb9vla-I
Togivecustomersanalternative
shoppingexperience
eBay/Myer
20

21. Whyshouldbrands
adoptVR?
21

22. Brandscanformadeepersenseofinteractionand
empathyiftheyuseVRsensitively.*
There’sstrongevidence
thatconsumersfeel
moreconnectedto,
andhavemorepositive
emotionalfeelings
towards,brandsthat
adoptVR.
53%ofconsumerssaythey
aremorelikelyto
purchasefromabrand
thatsponsorsaVR
experience
52%ofconsumersagree
they’dliketobe
associatedwiththat
brand
62%ofconsumersagree
they’dliketobe
associatedwiththat
brand
71%ofconsumers
agreeabrandthat
sponsorsVRis
forward-thinking
andmodern
*Source:http://www.greenlightinsights.com/
22

23. In2016,everyonewas(rightly)talkingabout
videoasabigtrend.VRisanaturalprogression
thatmakesanevenstrongeremotional
connectionwithcustomers.
AMPCvideo:http://feastofideas.com 23

24. It’sanewindustrythatisabouttoboom.
Beinganearlyadoptergivesabrandan
advantageovercompetitors.
$1bn
industryin2016
$150bnindustryin2021(allegedly) 24

25. It’sgoingtobethenextcomputingplatform.Organisationsand
brandsneedtopayattentionnowtoavoidbeingleftbehind.*
2015 2016 2017 2018 2019 2020
0
25
20
15
10
5
Devicesshipped(millions)
*Source:BIIntelligence
25

26. *We’vepurposelynotshowntechcompanieswhoarecreatingVRhardware
Thinkit’sonlystartupandtechbrandsusingit?You’dbewrong.
ThesearejustsomemajorbrandsalreadyusingVR:*
26

27. Infact...
78%Numberofcompaniesexpected
tobeusingVRby2020*
34%ofcompanieshavealready
implementedVRtosomeextent*
*Source:Oracle
27

28. Peoplearegoingtohavetheabilityto
stepinsidecontentandexperiencethings
inanew,vastlymorepowerfulway–
asifitwerereal.
Thepropositionorganisationsneedtounderstand
28

29. Andifyouthinkthisis
allpushingboundaries,
here’swhereitgets
reallyweird...
29

30. Haptics
Recreatesthesenseoftouchbyapplyingforces,vibrations,ormotionstotheuser.
OwnanewiPhone?Thehomebuttonisahapticdevice. 30

31. Themetaverse
Acollectivevirtualsharedspacewherepeople,asavatars,interactwitheachother
andwithsoftware,inathree-dimensionalspace 31

32. WithsiteslikeAltspaceVR,VRChat,HighFidelityandVTime,
peopleareusingtheVRmetaverseforsocialandbusinessuse...
https://altvr.com/ 32

33. But,ofcourse,some
thingswillneverchange...
...youcanstillgetRickrolled
https://altvr.com/ 33

34. HEADING
Suite 2, Level 1
234 George Street
Sydney NSW 2000
Australia
t +61 2 9488 3200
e hello@bwdcreative.com.au
w bwdcreative.com.au
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