NSAC 2021

2. EXECUTIVE SUMMARY 1
EXECUTIVE SUMMARY
Heading to college for the first time, returning for another year, or kickstarting
adulthood all involve bearing responsibility and exploring freedom. Novices
encounter a lot of changes: new friendships, new lifestyles, and new
opportunities. The sudden transition into uncharted independence can be
overwhelming, but every adventurer has their guide.
As they assume this next stage of life, Novices are sure to bring their laptop and
phone along with them—but not a Meta Quest 2. To Novices, a virtual reality
headset is just another two-dimensional device competing for screen time.
They have yet to realize that life with Meta Quest offers a multi-dimensional
experience that knows no bounds.
Initial surveys and field observations revealed our target, Novices, had
inaccurate perceptions regarding virtual reality. Our target confesses that they
view the Meta Quest 2 strictly for gaming, or they generally don’t know about it.
However, despite these negative perceptions, analysis of the data revealed that
the majority of our target is excited about virtual reality’s possibilities.
To develop a place of necessity and increase use among young adults, Meta
Quest must communicate that the Quest 2 isn’t just for gaming. Whether you’re
someonewhoprioritizesproductivity,socializing,orleisure—thereissomething
for everyone in virtual reality. It is essential to make the target aware that Meta
Quest 2 is a liberating yet practical community-based device that will enhance
their years of self-discovery.
The Where To Next? campaign will build Quest 2’s identity as a new way of
transporting to endless destinations and opportunities. Our target will be able
to interact with the Quest 2 at a variety of events situated within the top DMAs
in the nation, while also focusing on the universities located in those top cities.
Whether attending a college football game or dropping by our QuestStop for a
shortrest,ourtargetcanexplorenewandoldpassionswhileusingvirtualreality.
With the help of interactive social content and earned media, our target will be
able to engage with the campaign in a way they feel comfortable, and see how
other users fit the Quest 2 into their lifestyle.
At the end of the campaign, Novices will know that the Meta Quest 2 is a new
technologyusedtodoanythingandgoanywhere.QuestisReadytobecomethe
nextpieceofessentialtech,andourtargetisreadyforanewkindofexperience.
All that’s left to ask is…Where to Next?
MEASURABLE CAMPAIGN
OBJECTIVES
Grow positive perceptions of VR from 21% to
44% through increasing user engagement
by 45%.
Drive user acquisition by 25% through
achieving 583.16 MM impressions.
Improve brand sentiment between
consumer and Meta Quest by 20%.
TABLE OF CONTENTS
1
2
7
8
10
EXECUTIVE SUMMARY
RESEARCH
BRAND ANTHEM
STRATEGY
PITCH

3. THE NOVICES’ WORLD IS CHANGING EXTERNALLY AND INTERNALLY…
Growing up is hard. Whether going to college or kick-starting adulthood, 18- to 24-year-olds are finally facing life alone and leaving behind old
support systems. Feelings of loneliness and stress build during this transition into absolute freedom9
, but Novices are utilizing technology to
alleviate mental health concerns.
NOVICES INTERNALIZE STRESS… … AND USE SOCIAL MEDIA AS THEIR ESCAPE…
Mental health is
important to 18-
to 24-year-olds.
They’re actively
searching for
support before
their seemingly
world-shattering
anxiety hits.14
70%
of Gen-Z see anxiety and
depression as a major problem
among peers.8
37%
a higher share than in any preceding
generation — have reported receiving
help from a psychologist or other mental
health expert.1
As digital natives, 18- to 24-year-olds expect technology to play an
instrumental role in their growth13
. Social media’s algorithmic approach to
curated content keeps users connected and entertained, developing with
them overtime to deliver a unique experience.
BUT THEY RECOGNIZE THAT SOMETHING MUST CHANGE…
While technology is an essential socialization tool for Novices, it can also foster feelings of isolation and depression. They fall into the “compare
and despair” trap that is inherent with social media dependency, leaving them wanting innovations in their technology.8
Dependence: For
a generation that
is always on
their phones, a
surprising majority
of Gen Z is getting
sick of their
overreliance on
tech.6
Despite
technology
providing this
newfound
agency, Novices
are feeling limited.
RESEARCH - TARGET INSIGHT 2
97% 65% 62%
of Gen Z report
using at least
one major
social media
platform.2
think their
voices are
more heard
online than
offline.2
say they
use social
media to find
entertaining
content.3
“(Social media) is good
in terms of keeping
connections but I don’t
see the point.” 10
FEMALE, 22
“My number 1 is
definitely my phone.
I can’t do anything
without it, and when I
don’t have it - I know it
sounds bad - but I do
feel a little bit lost.” 10
FEMALE, 20
“I would throw my
phone away if I
could…”10
FEMALE, 20
of Gen Z use their smartphones for 5 or more
hours a day.1
of Gen Z report daily reliance on the internet for
access to other people and connections.5
become uncomfortable after being away from
internet access for more than eight hours.7
feel that social media has a direct influence on
how they feel about themselves.6
55%
51%
69%
42%

4. Tasked to make Meta Quest’s “category defining all-in-one headset” a must-have, Team 742 reached out to 18- to 24-year-olds and surveyed their
impression of Quest 2’s promising identity. The problem is that Novices do not agree.
CURRENT BRAND PERCEPTION QUEST 2 IS ONE-DIMENSIONAL OR UNFAMILIAR
TAILGATER DREAMER SCHOLAR WELL-BEING
63% 66% 60% 70%
The Tailgater prefers using VR
for socializing and meeting new
people. This includes using apps like
Horizon Worlds and attending live VR
concerts and sporting events.
of our target would like to try to
hang with their friends in VR.16
of our target believes that VR has
unlimited potential.15
The Dreamer is the type of
person who uses VR to break free
from the restrictions of the physical
world. They want to fly, travel, and
visit realities that awaken their
imagination.
“It’s more personal when you
call or Facetime someone be-
cause you’re not actually there
with them but it does feel like
you’re with them.” 10
“(I’d use VR) for travel purpos-
es. Especially during COVID, it
was so hard to travel...” 10
MALE, 22
of our target would like to try VR in
an educational or work setting.16
The Scholastic has hopes of
virtual reality enhancing their
productivity. They adopt any
technology that furthers their
growth within work or school.
“(I would consider using VR) If
I could perform my surgeries
through virtual reality.” 10
of our target would like to try and
use VR for their physical and mental
health.16
The Well-Being is someone who
chooses to use VR to meditate,
unwind, and physically exercise.
Starting your adult life can be
stressful, and Quest 2 has the tools
to alleviate some of that pressure.
“My days are filled with work
so I like to relax with something
calm and not as brain
stimulating.”10
33%
of the target believe
that Quest 2 is strictly a
gaming console15
38%
It’s [VR} a whole new world and
experience from the comfort of
your own home.” 10
of the target do not
know what the Quest 2
is for15
...I think that right now it’s just too new of
media that I don’t see myself purchasing one
because…I’m not well-versed in the gaming
world.” 10
...I think I’d spend too much time in it and it’s
not something that I need.” 10
FEMALE, 21
MALE, 18
“ 95%
of the target are
excited about the
possibilities of VR15 FEMALE, 24
“
“
There is a contagious excitement for
virtual reality. The promise of immersive
and shared experiences – customizable
to individual passions, pursuits, and
connections – appeals to our target.
Despite current brand perceptions, Quest 2 remains the most accessible entry point into VR. So if our target is ready for virtual reality, why aren’t they
ready for Quest 2? Initial target surveys and interviews identified the preferences of potential users on how they would engage with VR. Novices can be
segmented into micro-personas depending on what role they expect virtual reality to play in their day-to-day lives.
FEMALE, 21 FEMALE, 20
95%
would try a VR
headset if given the
opportunity15
FEMALE, 22
RESEARCH - PROBLEM/PERCEPTION 3
NOVICES SEE QUEST 2 AS ONE-DIMENSIONAL…
…YET THEY’RE OPEN TO VR

5. WHY IS OUR TARGET CONTRADICTING THEMSELVES
AROUND EVERY TURN?
Novices have no accurate perception on what the Quest 2 can be used for, so why are they excited for virtual reality?
Our target is a walking
contradiction – “I’m not sure
what Quest 2 can do, but I
know the VR experiences I want
to have aren’t possible yet” –
they’re eager to embrace the
future but ignore the unfamiliar.
of 18- to 24-year-
olds considered
mindfulness
applications to be
amongst the top
activities they would
want to do in VR.15
considered VR as a
great way to improve
their school and/or
work environment.15
of our target
audience thinks that
VR is a good way
to spend time with
friends. 15
consider VR as a
good way to explore
and adventure to
fantastical worlds.15
of our target would
like to try and use VR
for their physical and
mental health.16
of our target would
like to try VR in an
educational or work
setting.16
of our target believes
that VR has unlimited
potential.16
of our target would
like to try to hang
with their friends in
VR.16
In our initial research, Novices were prompted to give
their belief on a particular aspect in VR.
“Is VR a good way to spend time with friends?”
Weanalyzedwhatmayhavepromptedthesenegative
responses and concluded: the wording of, “is VR
a good way…” requires the survey participants’
knowledge of not only the quality of a VR application,
but if the VR app even exists. We realized that the
majority of our target must think using virtual reality as
a way of socializing isn’t even possible.
Through an extensive amount of primary and
secondary research, we further examined Novices
The problem is clear. Our target knows what the
potential of VR is, but they think it is something far off
in the distant future. In truth, their ideal virtual reality
exists on the Quest 2 today. What seems impossible is
possible. They just need to be told . . .
The majority of them said no.15
On the surface, it would
seem that our target isn’t enthusiastic about the
current state of VR. There’s got to be another way to
interpret these seemingly negative answers.
RESEARCH - PRODUCT INSIGHT 4
OVERARCHING
NOVICE
CONTRADICTION
71%
have a misinformed
idea about what the
Quest 2 is15
95%
of the target would
use a Quest 2 if given
the opportunity15
Contradicts
32%
70%
27%
60%
43%
66%
43%
63%
WELL-BEING
SCHOLAR
DREAMER
TAILGATER
ONLY ONLY ONLY ONLY
BUT BUT BUT BUT
understanding of VR. And through this process, we
uncovered our insight. Additional surveying posed
our question in a different way, “Would you like to
try hanging out with friends in VR.” The overwhelming
answer was yes!16
This phrasing eliminated the
influence of a respondent’s awareness on the
existence of socializing in virtual reality. This way, the
target is simply answering if they would like to hang
out with friends in VR - whether they know socializing
in virtual reality is possible or not.

6. RESEARCH - PHIA 5
WE ASKED 18- TO 24-YEAR-OLDS...
When we asked 18- to 24-year-olds, “Do you think virtual
reality is a good way to make friends and hang out?” A lot of
people disagree with this statement and even more were
on the fence. It’s going to take a lot more than some 2-D
graphic design campaign to convince Novices that Quest 2
is a community oriented digisphere.
“DO YOU THINK VIRTUAL REALITY IS A GOOD WAY TO MAKE FRIENDS AND HANG OUT?”
35% 38% 27%
NO MAYBE YES15
We figured, what better way to get people passionate about the potential to socialize in VR than to talk to people truly passionate about it! After
conducting in-depth interviews with VR users and influencers, the virtual reality community wants to share the love. So, we interviewed @Phiabun-
ny. With over 150,000 subscribers, Phia is one of the most subscribed VRChat Channels on Youtube.11
Why was PHIA so valuable to us? She humbles VR and makes it feel like something you can really be a part of. Her whole schtick is community.
She is genuine and real - like a close friend.
We had Novices watch a minute-long
video of PHIA giving a spirited and
heartfelt response to the same
question we asked our target, “Do
you think virtual reality is a
good way to make friends and
hang out?” After watching
PHIA in VRChat and listening
to her speak her truth,
20% of our target sample
changed their opinions.
15% who previously said no
switched to yes. And, 5%
who answered maybe now
said yes.
Anyone susceptible to being
swayed at all was completely
convinced. This can be
attributed to PHIA’s genuine love
for her VR community. Gen Z is
infamous amongst marketers for
their ability to sniff out BS.3
Our
target’s lives are oversaturated
with information.1
It is important
that Meta Quest doesn’t add to
that clutter with more painful
corporate messaging. When it
comes to convincing Novices
to join the VR community, it is
key to let the members of the
community do the talking.
NO
MAYBE
YES16
20.97%
32.26%
46.77%
META QUEST UNDERSTANDS “THE FUTURE IS SOCIAL”
For our target, that future is already here! 73.1% of Novices consider spending time with friends as one of their most important leisure activities.15

7. DREAMER SCHOLAR WELL-BEING
TAILGATER
WE ASKED 18- TO 24-YEAR-OLDS...
ResearchrevealsthatperceptionsoftheQuest2areswayedbygamingstereotypesandnaivety,leavingthetargetunawarethatvirtualrealityexists
beyond video games and technical jargon. Although unfamiliar with Quest 2, Novices understand that virtual reality holds potential. To establish
Quest 2 as an essential piece of our target’s lifestyle, Meta Quest needs to elaborate on their diverse collection of applications.
Ourtargethasclearlyexpressedtheirexcitement
about the potential of VR.
Now, it’s our turn to share this new reality with
them. Quest 2 has everything that they’ve been
waiting for — and more.
No matter how Novices anticipate
using virtual reality, the entirety
of our target wants to make the
most of Quest 2’s connective
capabilities.
Research shows they are eager
to share immersive adventures
with other users. Quest is Ready
to help our target feel welcome by
introducing them to communities
suited to their boundless passions
and pursuits.
From there, all they have to decide
is… Where to Next?
RESEARCH - PERSONA 6
Our target wants to try hanging
out with their friends in VR.16
Our target believes that VR has
unlimited potential.16
Our target wants to use VR to
benefit themselves professionally.16
Our target wants to become the
healthiest version of themselves
through VR.16
Meta Quest must affirm
themselves as an immersive
platform that connects users
socially.
Meta Quest must highlight
Quest 2 as a device that
liberates users from the
limitations of reality.
Meta Quest must position
themselves as a tool that
enhances productivity
and encourages academic
endeavors.
Meta Quest must underscore
themselves as an instrument
that supports mindfulness.
of respondents
think virtual reality
is an experience
to share with
others.16
of respondents are
open to making
friends through
virtual reality AND
forming genuine
connections.16
80%
78%
WHAT WE KNOW

8. What they say is true: change is inevitable. But, that doesn’t make it
any easier.
In the last few years, 18- to 24-year-olds have been through a triple-
threat gauntlet of major societal concerns affecting their future, the
draining reliance on bland technology in academia, and having to
grapple with adulthood.
Maybe you feel like you’ve seen it all — but have you?
Have you been transported to Central Park for a quick meditation
session straight from your bed? Have you been immersed in a no
holds barred boxing slugfest even though you’re physically in your
college gym? Have you experienced a live-streamed concert of
your favorite artist where every seat is VIP?
Virtual reality may seem like an abstract concept that you’re not
ready for, and we get it— new can feel eerie. But for the first time
ever, the future isn’t unknown. Heck, the unknown isn’t even scary!
Because this time, you’re not alone.
Can it be intimidating? Sure, only if you want it to be. Maybe it’s time
to welcome change, to journey into the unknown, to stop bracing for
the future and start embracing the present. Quest is Ready to guide
you into a new reality and show you what you’ve been missing.
So put your hand on our handles, get strapped in, and tell us…
Where to Next?
STRATEGY
STRATEGY 7
TAGLINE:
IDENTITY
THE ASK
PROBLEM
INSIGHT
OPPORTUNITY
BIG IDEA
TONE
Quest 2 is a device that invites users to explore shared
virtual realities — customizable to their passions,
pursuits, and connections.
To establish Quest 2 not just as a want, but a need for the
everyday life of a college student.
Perceptions of VR are clouded by gaming and
negative stereotypes, leaving the target unaware of its
capabilities.
Our target knows what the potential of VR is, but they
think it is something far off in the distant future. In truth,
their ideal virtual reality exists on the Quest 2 today.
Quest 2 is a simple tool to enhance the years of self-
discovery. No longer a futuristic idea, Quest 2 welcomes
you to Virtual Reality.
It may not change your life, but it’ll change your world.
Approachable, Liberating, Frank
THE BRIEF

9. CREATIVE STRATEGY
The Where to Next? campaign will mark the Quest 2 as indispensable for college students and empower them in their quest through virtual reality.
Our strategy will shift our target’s ambiguous perception of the Quest 2 by creating a new and approachable identity by utilizing Meta Quest’s
diverse collection of VR applications. We’ll not only tell, but show all the Quest 2 has to offer. Our decisions fall into one of the three guiding criteria:
essentialize, socialize, and experimentalize.
Make Quest 2 an essential item for
college students.
Position Quest 2 as a device to connect you
socially.
Encourage 18-to 24-year-olds to try
Quest 2.
Quest is ready to be essential. Quest is ready to help you socialize. Quest is ready for you to experiment.
1 2 3
CREATIVE FORMULA
The tone of the campaign is approachable,
while also encouraging liberating
conversations with a frank attitude.
All of our executions incorporate a subway line motif. The Quest 2 is ready to transport you to your next destination, liberating the Novice to choose where they get off. It highlights
the customization of the adventure. It’s not about the escape but about the freedom to go where you desire.
STRATEGY - CREATIVE 8
QUEST 2 IS A BRAND THAT’S ASKING
“WHERE TO NEXT?”
A LOGO THAT’S READY
A DESIGN THAT’S READY
A CAMPAIGN THAT’S READY
The visual identity for the campaign will reflect our target’s
desire for discovery and appeal for nostalgia by mirroring the
traditional image of subway maps.
Executions that are an invitation to explore. VR has been here
and it is here to stay. Quest is Ready to be your adventure guide
— it’s up to you to choose Where to Next.
“Where to Next?” opens up the question to our target,
granting the absolute liberty to explore.
The executions will resonate with our target’s love for nostalgia.4
They have some hesitancy when they see the headset, seeing a dystopian future — what better way to ground it
in the present by coupling the Quest 2 with a nostalgic feel. The sentimentality between our copy, design, and executions humbles it to the here and now.

10. STRATEGY - CAMPAIGN 9
CAMPAIGN STRATEGY
OBJECTIVE OBJECTIVE OBJECTIVE
CONCEPT TESTING RESULTS
Grow positive perceptions of VR from
21% to 44% through increasing user
engagement by 45%.
CAMPAIGN STRATEGY
Activation and collaborative events
increase audience understanding of
virtual reality’s full potential.
Drive user acquisition by 25% through
achieving 583.16 MM impressions.
CAMPAIGN STRATEGY
Pairing up with colleges drives the
product towards more students allowing
them to experience the reality of using
VR first hand.
Improve brand sentiment between
consumer and Meta Quest by 20%.
CAMPAIGN STRATEGY
Digital and OOH advertising in universities
and cities lets the target audience connect
themselves with the singular voice of
our brand. This allows the consumer to
be confident in the brand, but also Meta
Quest’s confidence in itself.
1 2 3
88% described our ads as
enjoyable4
61% of respondents
reported an improved
impression of Quest 24
78% of respondents
described the ads’
nostalgic design as
“comforting”4
27% increase in
motivation to purchase
Quest 24
“I loved to see the
images of these
varying kinds of people
all having fun with the
VR set.”12
FEMALE, 20
“
“The vintage almost
poster-like comic ef-
fect that draws in some
sort of new reality. The
tag lines were good
and imposed the idea
of the Quest transports
them somewhere
new.”12
FEMALE, 19
“
“I enjoyed the design,
I enjoyed that it
wasn’t just kids, they
were teenagers and
young adults.”12
FEMALE, 21
“
“It made it seem
more approachable,
and not just some-
thing people who
already play video
games can use.”12
FEMALE, 24
“
“That even though VR
can be intimidating at
times, there’s so much
to it once you pick up
the headset, and just
begin. Your curiosity
and individual jour-
ney will take you from
there.”12
FEMALE, 19
“
Through follow-up survey’s and A/B testing, Team 742 presented our tagline and creative executions of the campaign. Our concepts rang true
with Gen Z, solidifying the Where to Next? campaign resonated with them.

11. WITH THIS CAMPAIGN, META QUEST
OPENED THE DOOR...
...to self-discovery
...to exploration
...to endless possibilities
The Where To Next? campaign addresses a key problem — our target’s
hesitations about opening up to new opportunities and new technology.11
Novices are encouraged to embrace change and use the Meta Quest 2 to
enhance their years of self-discovery.
Our creative media and nationwide opportunities prompt Novices to find their
niche within virtual reality. Novices kick-start their relationship with the Meta
Quest 2 through interactive and on-campus events, while also upholding
relationships with current friends and connecting with new ones.
This campaign supports Novices as they expand their horizons and step into
our multi-dimensional world. From practicing mindfulness and staying active,
attending concerts and sporting events, and connecting with friends to play
games or chat — Quest is Ready to provide Novices with experiences they
never knew were possible.
RESEARCH
IMPRESSIONS
879 Survey Respondents
127 Quick Interview Responses
44 One-on-One Interviews
315 Social Experiment Participants
1 Conversation with @PHIABunny
1,485
RESEARCH
IMPRESSIONS
PITCH 10
I like the fact that
it takes you to a
different world…
right from the
comfort of your
own home.”11
It is a really
cool and
emerging
type of
media.”10
I thought it was
definitely very
cutting-edge. I had
never used anything
like virtual reality
before…”10
FEMALE, 22
FEMALE, 21
FEMALE, 21
“
“
“ “I think VR
could give us
a taste of life
that could be
ours.”11
MALE, 22
“
114 Secondary Sources
5 MRI Simmons Reports